Golf’s biggest management company has gotten even bigger, with Troon acquiring Bobby Jones Links and bringing 34 more facilities into its growing portfolio.

Atlanta-based Bobby Jones Links will continue to operate under its current branding but have the support and benefits of being part of the Troon family, including enhanced resources, expertise and marketing support. Bobby Jones Links co-founders Whitney Crouse and Steve Willy will continue in their roles as Chief Executive Officer and Chief Operating Officer, respectively, of a company that has been recognized alongside Troon as one of the Top 100 Businesses in Golf by the National Golf Foundation.

Troon is a third-party manager for more than 400 U.S. golf facilities, by far the most in the U.S., a total that includes its acquisitions of O.B. Sports Golf Management in 2019, Indigo Golf Partners in 2021, ICON Management Services in 2022, and Applied Golf Management in 2023.

Bobby Jones Links now becomes the latest addition to the Troon family, with a reach that extends across 13 states. The company’s Bobby Jones Golf Course in Atlanta, which underwent a $36 million transformation in 2018, was recognized as the 2025 Jemsek National Golf Course of the Year. More recently, Bobby Jones Links helped redevelop and now manages The Patch Golf Course in Augusta, Georgia, which was redesigned by Tom Fazio, Beau Welling, and Tiger Woods and serves as Augusta’s home for growing the game and providing affordable golf.

“Steve Willy and I thoroughly enjoy this business and love this company. For 26 years, we have continually made incremental improvements and added more talented people to better serve our clients and team members,” said Crouse. “Now, we are so excited to be part of the Troon family. Bobby Jones Links, powered by Troon, will be very compelling, enabling us to make an even bigger difference for those we serve.”

In addition to expanding Troon’s footprint, the acquisition brings additional talent and resources under the Troon umbrella of golf and club operations.

“We are thrilled to welcome Bobby Jones Links to the Troon family,” said Troon President and CEO Tim Schantz. “Whitney and Steve are both incredible leaders with strong industry voices. They’ve developed an extraordinary company that we’ve admired for years, with an outstanding team of professionals working in both the corporate office and in the field. We are committed to helping the Bobby Jones Links brand prosper."

Troon, which has completed 15 company acquisitions since 2014, provides golf and golf-related hospitality management in more than 40 countries worldwide.

In addition to Troon Golf and some of the other golf management groups, the Troon family of brands also includes Troon Privé, Troon International, CADDIEMASTER, ClubUp, Cliff Drysdale Tennis, Peter Burwash International, True Club Solutions, RealFood Hospitality, Strategy & Design and RF DesignStudio, and Eventive Sports.