How the Minnesota Golf Association Successfully Transitioned to HubSpot for Golf Associations

When the Minnesota Golf Association (MGA) recognized that their outdated technology stack was hindering their ability to serve golfers across the state, they knew it was time for a transformative change. Their journey to HubSpot for Golf Associations wasn't just a platform migration—it was a complete reimagining of how a modern golf association can leverage technology to enhance member experiences and drive organizational growth.

The Challenge: Breaking Free from Legacy Limitations

The MGA's decision to migrate wasn't made lightly. Like many Allied Golf Associations across the country, they were grappling with a fragmented technology ecosystem that technically “worked”, although it often created more obstacles than opportunities. Their existing platforms presented several critical pain points that were impacting their daily operations and long-term strategic goals.

Being completely reliant on a fully customized platform was perhaps their biggest challenge. Anytime they wanted to make a change, it required additional custom coded actions that drove them further into their dependency in their proprietary system. This model became increasingly unsustainable and they knew that the more they added, the further they slipped into their reliance into this custom platform and their outsourced development team.

To get around some of the challenges this presented, manual processes were implemented. Although that meant staff members often spent countless hours on administrative tasks that could have been automated, leaving less time for strategic initiatives that could grow the sport and better serve their members, donors, tournament participants, volunteers and staff.

Additionally, their website and digital presence weren't reflecting the modern, professional image they wanted to project. In an era where golfers expect seamless digital experiences, the MGA recognized that their online platform needed to match the quality of their programs and services.

The Discovery Process: Mapping the Path Forward

The transformation began with a comprehensive discovery phase conducted by StoryTeller Club Marketing. This wasn't simply about identifying what technology the MGA was currently using—it was about understanding their entire operational ecosystem and future aspirations.
The discovery process involved deep dives into their existing technology stack, documenting both automated and manual processes, and understanding the unique needs of both the Minnesota Golf Association and the Minnesota Golf Association Foundation. This holistic approach ensured that any solution would address not just current pain points, but also support their long-term strategic objectives.

During this phase, the team identified critical integration requirements, mapped out complex data relationships, and established clear success metrics for the migration. The discovery also revealed opportunities for process improvements that could enhance efficiency and member satisfaction once implemented in the new HubSpot environment.

The outcome of this discovery was more than just a technical assessment—it was a roadmap that included specific technology integrations (GHIN and Golf Genius), process redesigns, budget considerations, and a realistic timeline for the transition.

The Execution: Orchestrating a Complex Migration

The actual migration to HubSpot for the MGA required meticulous planning and execution across multiple data segments and operational areas. Rather than attempting a wholesale transition overnight, the team approached each component systematically while maintaining awareness of how different elements needed to work together.

Data Architecture and Migration

The data migration process focused on nine critical segments: Contacts, Companies (Golf Clubs), Deals (Donations), Member Support Tickets, Memberships, Minor Relationships, Rounds Reported, Club Champions, Events (Tournaments), and Holes-in-One. Each segment required careful attention to data relationships and dependencies.

For example, golf clubs needed to be properly associated with multiple contact records, golf courses, club champions, and membership data. This complex web of relationships required sophisticated mapping to ensure that all connections were maintained and enhanced in the new HubSpot environment.

We were incredibly fortunate to have the USGA-developed GHIN -> HubSpot integration available to us as a part of this project. This helped guide the overall data structure and automated the addition of new members, clubs, memberships, and non-member guardians (for Youth on Course members) with real-time updates directly from GHIN into HubSpot. This integration is currently free for all AGAs who are partnered with the USGA.

The USGA-developed GHIN - HubSpot integration was a significant asset for this project. It guided the overall data structure and automated the real-time addition of new members, clubs, memberships, and non-member guardians (for Youth on Course members) directly from GHIN into HubSpot.

This integration is currently free for all AGAs partnered with the USGA.
The process involved extensive data export, formatting, import, and testing phases. Each step was carefully documented and validated to ensure data integrity throughout the transition.

Process Development and Training

Beyond data migration, the team reimagined how the MGA's processes would function within HubSpot's ecosystem. This involved creating new workflows, establishing automation rules, and designing user interfaces that would enhance rather than complicate daily operations.

Comprehensive training sessions were conducted and recorded for MGA staff, ensuring they could confidently navigate their new platform and understand the full range of capabilities at their disposal. These sessions covered not just how to use the new system, but how to think strategically about leveraging HubSpot's capabilities for maximum impact.

Website and Digital Presence Enhancement

The migration also included a complete website overhaul with enhanced strategy, newly developed web copy, updated branding and design, and expanded functionality. This wasn't just about aesthetics—it was about creating a digital experience that would better serve current members while attracting new participants to the sport.

The Results: A Foundation for Future Growth

The new HubSpot platform launched in early June 2025, and the results speak to the success of the strategic approach taken during the migration. When contacted in late July, MGA representatives confirmed that while they're still developing new habits and exploring the full potential of their new tools, they haven't looked back to their old system.

The unified platform has eliminated many of the challenges that previously hindered their operations. Staff members can now access comprehensive member profiles, track engagement across multiple touchpoints, and create targeted communications that resonate with different segments of their membership base.

Perhaps most importantly, the MGA now has a platform that can grow with them. HubSpot for golf associations provides the flexibility and scalability needed to adapt to changing member needs and industry trends while maintaining operational efficiency.

Key Takeaways for Allied Golf Associations

The Minnesota Golf Association's successful transition offers valuable insights for other Allied Golf Associations considering a similar move:
Start with Strategy, Not Technology: The most successful migrations begin with a clear understanding of organizational goals and member needs, not just technical requirements.

Invest in Discovery: The time spent understanding current processes and future aspirations pays dividends throughout the migration process and beyond.

Plan for Relationships: Golf associations deal with complex data relationships. Ensure your new platform can handle the interconnections between clubs, members, tournaments, and other critical data points.

Prioritize Training: Technology is only as effective as the people using it. Comprehensive training ensures your team can maximize the platform's potential.

Think Long-Term: Choose a platform that can evolve with your organization rather than one that simply addresses current pain points.
Ready to Make Your Own Leap?

The Minnesota Golf Association's journey to HubSpot demonstrates that with the right strategy, planning, and execution, Allied Golf Associations can transform their operations and better serve the golf community. Their success provides a proven roadmap for other AGAs ready to modernize their approach to member engagement and organizational efficiency.

(Featured Image by jwalter522 licensed under CC BY-NC-ND 2.0)