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Opening Keynote
Double Down on Innovation
Featuring Jeff Ma
A data-driven playbook for golf operators
Drawing on his experiences beating casinos and building companies, Jeff Ma reveals how the biggest competitive edge comes from overcoming cognitive biases, creating strategic frameworks and leveraging data. He explains how reframing your view on your business unlocks experimentation and drives innovation. Attendees will learn how data, technology, and a growth mindset can help operators double down on new opportunities at their facilities.
The real-life inspiration behind 21
As a member of the infamous MIT Blackjack Team, Jeff Ma helped create a method for counting cards that used talent, creativity, math and teamwork to win millions in Las Vegas. His story inspired the best-selling book Bringing Down the House and the hit movie 21.
Challenge assumptions and reframe how you look at opportunities across your facility.
See how better decision-making can support innovation, revenue and long-term growth.
Walk away with a fresh perspective on experimentation, technology and growth mindset.
About Jeff Ma
As a member of the infamous MIT Blackjack Team, Jeff Ma created an ingenious method for counting cards—using talent, creativity, math, and teamwork to win millions in Las Vegas. (Card-counting, by the way, is not illegal; casinos just don’t like it). Jeff was the real-life inspiration for the best-selling book Bringing Down the House and the hit movie 21, which topped the box office in its first two weeks. He is also an accomplished entrepreneur, having started four different companies including GolfSpan (sold to Demand Media), CircleLending (sold to Virgin), Citizen Sports (sold to Yahoo), and tenXer (sold to Twitter).
In addition, Jeff has been at the forefront of the “Moneyball” movement in sports and business, working with teams (San Francisco 49ers and the Portland Trail Blazers) and companies (ESPN and Adidas) to drive data-driven decision making. His bestselling book The House Advantage: Playing the Odds to Win Big in Business draws on his unique experiences at the table and in the sports world to create a truly accessible book about analytics. He continues to be a sought after speaker on the subject and served as Twitter’s VP of Data Science and Analytics after the acquisition of tenXer.
Ma continues to be active in the startup world, serving as an advisor and board member to companies like Abnormal Security, Censia, StatsBomb, and Pro League Network. Ma served as Microsoft’s Vice President of Startups, overseeing the company’s program to accelerate the success of developers, startup founders, and students around the world. During his time there, he led the development of Founders Hub, Microsoft’s best in class solution for startups to get access to technology, advice and mentorship.
Currently, Jeff is the Chief Digital Officer and Head of Troon Digital, where he is focused on leveraging technology and data to build the largest consumer property in golf while enabling golf courses to drive more revenue.