Al Mouj Golf, Oman’s premier golf destination, is seeing a new era of performance, sustainability and global visibility under the leadership of Troon Golf.
Since engaging with the international division of Troon in 2024 and operating under the Troon Golf brand, the award-winning facility has delivered a range of impactful changes ranging from leadership recruitment and agronomy upgrades to marketing, sales and revenue growth.
These initiatives have collectively driven a 28% growth in financial performance, reinforcing the success of Troon International’s integrated approach to operations, leadership and guest experience.
Carla Jabre, asset manager at Al Mouj Muscat, said: “While Troon has been engaged at Al Mouj Golf for over 18 months, these achievements reflect the first full year under the dedicated management team we carefully assembled. Taking the time to recruit the right leaders has paid off, with this year’s successes showcasing the strength of Troon’s expertise and our shared vision for Al Mouj as a premier destination for members, guests, and international visitors.”
At the heart of this transformation has been the recruitment of five senior leaders in the roles of general manager, golf manager, golf course superintendent, sales and marketing manager and food and beverage manager. These placements not only brought in proven talent from Troon’s global network but also saved an estimated $30,000 in recruitment costs.
“It has been an exciting first year alongside a talented new leadership team,” said Scott McCaw, general manager at Al Mouj Golf. “Our focus has been on elevating standards across every department while delivering measurable improvements for our members, guests and ownership. These results are just the beginning and with our new clubhouse set to open in 2026, we remain committed to Al Mouj Golf’s positioning as one of the top golf destinations in the region.”
Under the guidance of golf course superintendent Simon Douglas, the agronomy team has implemented a data-driven approach to turf management, water conservation and playability.
Through internal and external audits, initiatives implemented included the levelling of more than 800 sprinklers, the inclusion of 200 adjustable sprinklers for greens and green surrounds, and a revision of critical grass lines that has allowed for a 16 per cent water savings on greens and a 32 per cent water reduction on tees.
Ongoing ISTRC (International Sports Turf Research Center) and Brookside soil testing identified compaction under the greens, prompting targeted investment in new machinery to improve drainage, root growth and turf health. Brookside soil testing has allowed the team to adjust and improve fertility programs, further aligning with Troon’s agronomy standards
Troon Golf operating standards have been implemented to ensure the golf experience for members and guests is aligned to the Troon Golf experience. The sales and marketing department saw a dramatic improvement that is underlined with the recent score of 77.59 per cent in the Troon Golf sales and marketing department audit, a 40 per cent increase year on year. This consistency of standards across departments aligns Al Mouj Golf with international benchmarks for service and performance.
International rounds and green fee revenues have doubled year-on-year under the direction of Ryan Smith, golf operations manager. Initiatives driving this growth have included the contracting of 30 new international operators to sell Al Mouj Golf packages globally, promotion of Oman as a golf destination at key golf travel trade shows, and the hosting of an IAGTO golf tour operator trip.
Al Mouj Golf also played host to one of two Clutch Tour Pro Events in Oman, which brought an economic impact of approximately $250,000 into the country. The establishment of the Oman Golf Tourism Board advisory committee was, and will continue to be, a critical steering committee aligning all golf stakeholders in the country.
Al Mouj Golf has implemented and participates in key Troon Programs such as Troon Rewards, providing the facility with a loyalty programme to drive and capture guest data. Troon Connect has provided leads for new business for the facility, such as the Clutch Tour. Troon Advantage has provided a new member benefit in addition to driving inbound play from sister Troon clubs.
Mahmood Al Zadjali, associate manager for sales and marketing golf, was recognised by the ownership for his contributions including a Ramadan digital and influencer campaign that secured ten private functions and attracted more than 500 guests. Digital transformations were made with the launch of stay and play packages and a redesigned booking interface to accommodate direct bookings. A first annual member satisfaction survey was implemented, creating a fact-based approach to decision making.
DJ Flanders, executive vice president, Troon International, commented: “The first year under our new leadership at Al Mouj Golf has been truly transformative. We’ve combined international best practices with local expertise to deliver measurable improvements in sustainability, financial performance and member experience. These results reflect Troon’s commitment to elevating Al Mouj Golf into one of the most sustainable and sought-after golf destinations in the region and beyond.”
To find out more about Troon International, visit www.troon.com
