[Golf:uture] "A Caddy Only for Me" Robot Appears on the Field

①TTNG 'Hello Caddy'

Editor's NoteWe live in an era where advanced technology drives change. Artificial Intelligence (AI) is leading the wave of the Fourth Industrial Revolution. The coexistence of humans and robots is no longer just imagination but reality. The powerful wave of change is the same for the golf industry. However, golf, which rapidly grew during the pandemic, now faces unprecedented challenges. The sharply rising demand amid limited supply has led to increased costs. This acts as an obstacle to the popularization of golf. Progress begins with solving problems. We live in an era where better technology solves these problems. Here, we introduce technologies that will lead Golf into the Future.

[Daegu=Asia Economy Reporter Jang Hee-jun] Jack MacCullough, a Scottish writer and golfer, depicted a machine carrying a caddy bag automatically following golfers in his 1892 novel "Golf in the Year 2000." It was an 'imagination' that an electronic device attached to a belt would guide the machine.

Now, 130 years later, his imagination has become 'reality.' Although about 20 years later than expected, it is more sophisticated than imagined. The golfer does not need to wear any special equipment, yet the device assists the round 'neatly, accurately, and smartly' on its own. This is the robot cart "Hello Caddy" developed by TTNG.

Press a Button and It Follows... "Course Maps and Strategy Included"

Golfers enjoying their rounds using HelloCaddie. Photo by TTNG

The first impression the reporter encountered on the 8th was just a well-designed hand cart. However, the moment the button on the panel about waist-high was pressed, an involuntary "Oh!" escaped. The cart moved smoothly without any stutter, showing a refined driving sensation. When the reporter changed walking direction, the cart also rotated and followed. Its climbing ability is up to 15 degrees according to specifications. On the field, it easily climbs most slopes. Wherever the reporter went, the robot was one step behind.

To exaggerate slightly, it felt like facing VIKI, the AI from the movie "I, Robot." The sound is also neat. Instead of an annoying mechanical noise, it emits a 'spaceship sound' one might hear from an electric car. This latest technology and the feeling of receiving a service exclusively for oneself make the round much more enjoyable. Safety is also ensured. If an obstacle is detected within 120 degrees left or right between the user and the robot during movement, it immediately emits a 'beep' sound and stops.

A representative from Topgolf in the U.S., who witnessed the Hello Caddy demonstration during this spring's round, praised it as "feeling like enjoying true golf, the golf of the future." Topgolf is a sports entertainment company recently acquired by Callaway for $2 billion (about 2.751 trillion KRW). Several American golf magazines also introduce Hello Caddy as "just playing golf but feeling like seeing the future of golf."

"Meeting the Future on the Field" The Core Technology is 'LiDAR'

This robot has a modest size of 86 cm in height, 72 cm in width, and 100 cm in length. It moves across the field following the golfer's steps while providing essential information. On the dedicated device, users can access various functions such as course information, current location, safe distance between teams, and calls.

Most importantly, for the robot to perform the role of a 'caddy,' the key is how well it can follow the user. Hello Caddy demonstrates excellent tracking driving technology.

The core technology is the LiDAR sensor. If it sounds familiar, that's right. It is the same technology supporting autonomous driving in vehicles. The sensor mounted on the cart maintains a consistent distance of about 1 meter from the golfer as it follows. Initially, research was conducted using Radio Frequency (RF) technology. However, limitations were encountered in terms of stability and commercialization. After some twists and turns in development direction, adopting the LiDAR sensor enabled users to enjoy the service without wearing any additional equipment.

Besides this, Hello Caddy is equipped with various advanced technologies. It includes deep learning-based image recognition technology, motion direction control technology, and caddy services utilizing location-based services (GPS). It is waterproof, so it works well even on rainy days. It weighs 30 kg and has a maximum speed of 9 km/h. It can operate for 10 hours covering up to 25 km, and the motor is equipped with dual BLDC (350W). The price is in the low 4 million KRW range, which is not overly burdensome for golf courses to acquire as a shared model.

Robot Caddy, a New Option Leading 'Golf Popularization'

A demonstration of HelloCaddy during an actual round. Photo by TTNG

The appeal does not end with convenience. It can be an alternative to the 'expensive usage fees,' which are considered the biggest obstacle to golf popularization. As of last year, the domestic golf population was 5.64 million, meaning one in ten people plays golf. The problem is cost. Last year alone, golfers spent 1.5934 trillion KRW on caddy fees. In contrast, the rental fee for Hello Caddy is 30,000 KRW per unit. It is an option that can reduce the burden on golfers.

There are counterarguments that it might take away caddies' jobs. However, TTNG emphasizes the development purpose is "not to replace human jobs but to support them." Robot caddies can be an option to solve labor shortages or environments where human service is difficult, or during time slots that caddies avoid.

Hello Caddy, first delivered to Kolon Garden Golf Course in Gyeongju, Gyeongbuk, in November 2020, recently completed a U.S. export contract for nearly 1,000 units. As of June this year, more than 350 units have been delivered to about 10 golf courses nationwide. Some golf courses have fully adopted them. In the metropolitan area, Blue Heron Golf Club (membership-based) in Yeoju, Gyeonggi Province, has started pilot operation, and in Jeju, Aden Hill CC (public course) is conducting 9-hole self-rounds with robot caddies.

From Mid-sized Company Salaryman to 'Robot Papa'

Lee Baehee, CEO of TTNG. Photo by Heejun Jang junh@

The protagonist who turned a 130-year-old novel into reality is Lee Bae-hee, CEO of TTNG (51, photo). He first encountered golf in 2001, so he has over 20 years of experience. However, since diving into robot caddy development, he has not been able to play rounds frequently, so his skill level is at a 'bogey player' level. Leading 12 employees, he is a leader realizing the vision of "a future where everyone enjoys golf conveniently."

We met CEO Lee at TTNG's office on the 4th floor of a knowledge industry center in Dalseo-gu, Daegu. From the entrance, huge stacks of boxes welcomed us. They were Hello Caddy units that had completed final product testing ahead of U.S. export. TTNG, established in 2014, had sales of only 10 million KRW in its first year. Last year, sales jumped to 1.4 billion KRW. CEO Lee's goal is to reach up to 4 billion KRW once parts supply issues caused by unstable international situations are resolved.

CEO Lee was originally a 'salaryman' working at a mid-sized company. He gave up a stable life and embarked on an adventure because he loved golf so much. His motto, breaking a rock with an egg, is "until it works." He recalled, "I was confident, but business requires accumulating technology and meeting many people, so it was not easy. Whenever I felt exhausted, I remembered the story of the late Chung Ju-yung, founder of Hyundai Group, who carried a photo of the Ulsan sea and gathered capital for the shipyard, and I never gave up."

Seven Years of Perseverance Against Opposition... A 'Great Achievement' with U.S. Export

Finished HelloCaddy products ready for export to the United States are stacked in the TTNG office in Dalseo-gu, Daegu. Photo by Heejoon Jang junh@

CEO Lee majored in tourism during university and completed a golf expert course at Daegu University’s Golf Industry Department in 2010. He was a golf enthusiast but not a technical expert. The skeptical views from those around him when he started robot development alone were significant. However, as he was not a professional engineer, CEO Lee thought purely from a golfer’s perspective. The decision to switch development from the RF method, which required cumbersome equipment, to LiDAR sensor was also a choice born from such considerations.

He said he focused most on two things for commercialization: 'who and how' and 'how easily' it would be used. CEO Lee explained, "Since it would be burdensome for individuals to own a robot, we looked for conditions to deploy it as a shared model at golf courses. To use a refrigerator analogy, we aimed to create a model with 'home-use' form but 'commercial-use' level specifications." Also, the user interface (UI) was made simple and clear so that anyone, regardless of age or gender, could easily rent and operate it at golf courses frequented by all social classes.

CEO Lee said, "Caddies and most sports service jobs have the difficulty of working when others rest. Based on the technology accumulated so far, we will develop robot products that not only allow anyone to enjoy golf easily but also contribute to solving various social problems."