[We Lead Golf Course AI] ① Sanghyun Lee, CEO of Mate Mobility

Transformation of a 33-Year Callaway Golf Executive into a Golf Equipment CEO
Production of State-of-the-Art Single Cart Anticipated to Lead Golf Industry Automation
Faster Play and Improved Profitability for Golf Courses
Deployment Imminent for Unmanned Cart That Follows Golfers

Domestic golf courses are facing a crisis. After the COVID-19 boom ended, the number of golfers decreased, worsening the profitability of golf courses. The number of employees leaving golf courses due to poor working conditions is also increasing. It is a time when new changes are needed. Some companies are turning this crisis into an opportunity. We met a company that is seeking a breakthrough by leveraging artificial intelligence (AI). This is an AI entrepreneur who is breathing new life into golf courses.

Lee Sang-hyun, CEO of Mate Mobility, expressed his ambition to "change the culture of domestic golf courses with AI technology integrated into Single." Photo by KGBA

"Our goal is to change the paradigm of domestic golf culture." Lee Sang-hyun, CEO of Mate Mobility, appeared in a completely different light. After leading Callaway Korea Golf for 33 years, he has entered the golf course cart business. The single-seat cart ‘Single’ introduced by Mate Mobility is the result. Produced at the Changwon factory, Single is not just a simple cart. It is an innovative transportation device equipped with AI services. In a recent interview with Asia Economy, CEO Lee emphasized, "Single is an innovative solution optimized for the era of no-caddie play," adding, "Both golfers and golf courses can ‘win-win.’"

CEO Lee is a golf-loving executive. He was a national golf team reserve player from 1979 to 1984 and served as the CEO of Callaway Korea Golf for 33 years from 1990 until last year. Recently, he has been personally testing Single at Aramir CC in Changwon, Gyeongnam. Since the 1st of this month, eight Singles have been supplied to Aramir CC to begin full-scale on-site inspections. Golfers drive the Single themselves while playing. The usage fee is 50,000 KRW, which saves at least 15,000 KRW compared to the caddie fee (about 65,000 KRW per person). CEO Lee said, "We conducted tests over 1 year and 4 months at 11 golf courses, and golfer satisfaction with Single is very high."

Aramir CC uses zoysia grass, so there is no problem with cart access. Single weighs 350 kg, with a load of about 85 kg per wheel. CEO Lee explained, "It is similar to an 85 kg golfer walking," adding, "It runs on air-filled rubber tires, so the actual pressure applied to the grass is about 70 kg." He continued, "Turf damage is more about traffic than weight. Damage occurs when the same path is repeatedly driven, but AI can automatically adjust entry and exit routes to solve this." He plans to expand the number of Singles at Aramir CC to 16.

The lightweight single has no issues entering the fairways of domestic golf courses. Photo by KGBA

CEO Lee chose carts while considering new business items. This was thanks to his experience enjoying golf for over 40 years and visiting golf courses in various countries. The Japanese case was especially helpful. In the past, Japan, like Korea, had one caddie for 3 to 4 golfers, but recently, no-caddie play has rapidly spread due to a shortage of caddies. Currently, 90% of Japanese golf courses operate without caddies. CEO Lee said, "In Korea, preference for no-caddie play is also rapidly increasing, just like in Japan."

Reactions to Single are also positive. More and more golfers and golf courses welcome Single. Golfers can save costs and time, and golf courses can expect increased revenue by accommodating more teams. Single is a one-person ultra-light cart that can enter the fairway and allows a comfortable round without a caddie. It applies independent suspension for stable driving even on sloped courses. Key components such as the drivetrain and battery are from excellent domestic companies, enhancing reliability, and it is equipped with a replaceable lithium-ion battery to secure both efficiency and stability.

Lee Sang-hyun, CEO of Mate Mobility, is explaining the advantages of being single. Photo by KGBA

Single also incorporates AI technology. To solve the most important safety issue in no-caddie play, precise geofencing technology is applied. It sets danger zones to prevent players from entering those areas. Through the ‘Mate System,’ it provides real-time play information like a caddie. It guides distances to the hole cup, corrected distances reflecting elevation differences, hazard locations, and more.

Single can be remotely monitored and controlled via a central control system, and golfers pay directly through the Single app. Golf courses do not purchase carts directly but can introduce Single through a partnership with Mate Mobility. CEO Lee emphasized, "Single replaces most of the tasks done by caddies," adding, "Golfers can play freely without worrying about the caddie’s gaze."

Lee Sang-hyun, CEO of Mate Mobility, said, "We will demonstrate the power of K-Golf with Singlo, now enhanced with autonomous driving features." Photo by KGBA

He expects that Single will reduce golfers’ cost burdens and increase round demand. He is confident that the economic efficiency of golf courses will improve, and the benefits will ultimately return to the golfers. CEO Lee is also targeting the global market. Recently, he has been testing a feature where the cart follows the golfer autonomously without the golfer driving, using autonomous driving technology. "Most of Korea’s golf industry depends on imports. Through Single, I want to showcase the competitiveness of K-Golf to the world."