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A system capable of tracking and analysing every single shot played on any golf course

The Shorehill Analytics system is designed to measure and understand how golfers of all abilities play any golf course. It will radically enhance the decision-making process of club managers and architects alike, having the potential to simultaneously reduce maintenance costs whilst enhancing the golfer experience. We are committed to bringing clarity to the complex fields of golf course design and management by eliminating guesswork, assumption and 'trial and error'. To understand player shot patterns is to understand the strategic value of each feature of a course which allows for precise and calculated changes to be made to best fulfill the aims of our clients.

What the Shorehill Analytics system can do The system can track every single shot played on any golf course in relation to each player’s age, handicap, gender, course conditions and hourly weather conditions. We use this data to inform decisions to most efficiently achieve the specific aims of our clients. The Shorehill Analytics system may be used for the following purposes:

Highlighting reductions in maintenance practice
Understanding how maintenance and design decisions impact player performance
Reviewing golf course architecture and the effect of modern equipment on intended playing lines and shot values
Comparing area usage with input to allow for reductions in maintenance practices and environmental impact
Ensuring facility targets are met or exceeded for the minimal cost

Creating a framework for the optimal course set-up for the conditions and players of the day
Producing reports to inspire or review potential course changes prior to investment
Monitoring how changes to course conditioning and weather impacts course strategy and player performance
Ensuring intended strategy is fulfilled by golfers of all standards, in all conditions

How the Shorehill Analytics system works We use advanced drone technology to accurately map out the entire golf course, setting geo-locations to determine fairway, tee, green and hazard lines. Golfers are given smart wristbands which link to their phone via Bluetooth; these automatically record each shot, and the information is sent into our cloud-based system for analysis. Harry Cloke Harry is a an avid golfer who has been fascinated with golf course architecture since he first started playing, aged 13. He is a graduate of the University of Birmingham and PGA of GB & I’s Applied Golf Management Studies Degree and has experience working in a range of roles in golf across the UK, Ireland, United States and United Arab Emirates. Harry has long been fascinated by the way in which golfers engage with golf courses, and how architectural theories are experienced by golfers of different standards. He founded Shorehill with the aim of creating a feedback mechanism designed to increase our understanding of how decisions in architecture and maintenance impact the performance and enjoyment of all golfers. Harry believes strongly that the beauty of golf lies in the variety of courses we play; each course presents a unique combination of topography, maintenance practices, grass types, scenery and architectural theory. Shorehill, therefore, has been created as a means to test and implement these theories, refraining from enforcing a singular style or model for each golf course. Tobie Morgan Hitchcock Tobie is CTO and co-founder of a software company specialising in databases - the technology on which the real-time Shorehill Analytics system depends. Following an early interest in various aspects of the uses of technology (including film and music composition), and a degree in the business side of information technology, Tobie’s path led to specialisation. He began to research how the field of technology, and databases in particular, can be applied to real-time analytics - of almost anything in everyday life, but in particular in sport. This interest was cemented via a Master’s Degree at Oxford in software engineering - with a focus on service-oriented architecture, big data, machine learning, the ‘internet-of-things’, and algorithmics. Tobie’s non-business activities include singing in a choir, skiing and basketball. Jaime Morgan Hitchcock Jaime is a co-founder of several technology companies specialising in software design and development. The companies work through partnerships with other companies in a variety of fields. Jaime’s particular focus areas are design and marketing, and he prides himself on being able to interpret a client’s vision and adapt his approach to reflect their needs. The nature of the Shorehill Analytics system is particular exciting to Jaime, as it offers such a wide range of advantages to so many people who are in the business of golf course management, and training. Outside his business interests, Jaime’s passion is sport - in particular skiing, table tennis, badminton, basketball and athletics. He is particularly committed to making sport available to everyone, and is a director of a not-for-profit company which provides free sport for vulnerable children and adults in London, as well as a co-founder of a table tennis academy in Sheffield which provides disabled people with free table tennis coaching. He was appointed to the board of British Para Table Tennis, the National Governing Body, in 2018.