Jeff Ma, a former blackjack card counter and MIT graduate, has taken on the role of chief digital officer at Troon, the largest golf-course management company, with a mission to innovate the golf industry.

Troon hired Ma in late 2023 to leverage his analytics expertise and passion for golf, particularly as the industry adapts to shifting demographics and technological advancements.

Ma envisions creating a more flexible and dynamic pricing model for golf courses, which would allow for shorter play sessions and greater accessibility for golfers.

His goal at Troon is to identify and address inefficiencies in the golf experience, particularly in outdated areas like tee-time reservations and check-in processes.

While Ma acknowledges the challenges of balancing member interests with new revenue opportunities, he believes that many of these issues can be resolved through innovative thinking.

In addition to enhancing the golfing experience, Ma sees potential in promoting the Napa Valley area as a golf destination by collaborating with local courses to improve marketing and visitor experiences.

Despite his background in numbers, Ma only took up golf after college and became serious about the sport during the COVID-19 pandemic.

Ma gained fame in the early 1990s for his role in a blackjack team that exploited casinos, which inspired the book "Bringing Down the House" and the film "21."

To kickstart his innovation agenda, Ma assembled a team of engineers to develop Troon Access, a new rewards program that offers discounts and exclusive experiences for golfers.

Since its launch, Troon Access has quickly enrolled over 10,000 members, with a goal of reaching 40,000 by utilizing Troon’s extensive network of over 850 golf courses.