Affinity forms strategic alliance with Acumen Golf

CHARLOTTESVILLE, VA.—Two industry leaders have joined forces to expand their management reach to help more golf courses and country clubs through difficult economic times. The principals of Charlottesville, Va.-based Affinity Management and Richmond, Va.’s Acumen Golf Consulting, LLC have formed a strategic alliance enabling Acumen Golf to refer business outside its regional area to Affinity. The alliance has immediately resulted in three additional golf courses under management in the upper Midwest. Properties under the strategic alliance are managed by Affinity with Acumen Golf providing advisory services. Affinity and Acumen Golf both continue to serve clients independently outside the strategic alliance.

“Mike has a tremendous network of owners and operators from his days with larger management firms and his leadership in industry ownership organizations, but his focus is more concentrated now,” says Affinity Managing Director Damon DeVito of Accumen Golf President Michael Hatch. “His network matches up with Affinity’s larger footprint; his philosophy aligns with ours and we like him personally. We’ve promised to keep him from traveling all over, but he’s a tremendous resource that we can tap in other ways. We’re thrilled with the alliance, and see great things on the horizon.”

“My focus is the two Richmond, Va., clubs I own plus others I consult with in Virginia, but it bothers me to see course owners suffer poor returns if I think they could do better,” Hatch says. “I’ve been searching for a partner for two years and discussing things with Affinity since late 2011. Some management firms reach a size where they can’t make the impact needed to turn around a new property under management, and the on-site manager frequently doesn’t get necessary resources. Affinity takes a different approach. They are high impact, drive success and understand strategy. I am delighted with the alliance.”