Affiniti Golf Becomes Mosaic Clubs & Resorts

Former Troon Golf CEO Hud Hinton is joining Affiniti Golf founders Whitney Crouse and Steve Willy as CEO of the new management firm. Mosaic Clubs & Resorts’ portfolio will initially include five to seven clubs, and will also continue to manage clubs under an Affiniti banner.

The founders of golf club management firm Affiniti Golf Partners, Whitney Crouse and Steve Willy, have partnered with industry veteran Hud Hinton, changing the name from Affiniti Golf Partners to Mosaic Clubs & Resorts.

“We are extremely excited about this new company and this marriage of expertise and entrepreneurial spirit,” said Crouse. “Our substantial experience combined with Hud’s history at the world’s largest club management company will make for a great team.”

Hinton’s role as CEO of Mosaic is the next chapter in his career in the hospitality, club and golf industry that includes positions as managing director of The Plaza Hotel overlooking New York’s Central Park, executive vice president of Starwood Hotels & Resorts, and most recently CEO of Troon Golf. While at Troon, Hinton helped grow the club management company from 25 to more than 150 clubs worldwide. As a result, in 2010, Golf Inc. magazine ranked him as the “2nd most powerful person in golf.”

“My experience at Troon Golf was fantastic,” said Hinton. “I joined Whitney and Steve because I saw the chance to create another major golf company, one that can bring a great brand to the table while taking advantage of the remarkable systems, training, and infrastructure that Whitney and Steve had developed. Their ability to deliver superior financial results really appealed to me.”

Mosaic properties will offer first class golf experiences, service, state-of-the-art marketing and websites, staff training and client attention. The portfolio will initially include five to seven clubs, including Waterfall Club in Clayton, Ga., and The Manor Golf and Country Club in Alpharetta, Ga.

While the company name has changed, Mosaic Clubs & Resorts will also continue to manage clubs under an Affiniti banner. The portfolio includes clubs such as Forest Hills Golf Club in Augusta, Ga.; Cobblestone Golf Course in Atlanta; and Dutchess Golf Club in Poughkeepsie, N.Y.

Affiniti Golf Partners was founded in 1998 and grew to the 17th largest golf management company in the U.S., managing and owning clubs primarily in the southeast, overseeing $100 million of new course and clubhouse construction, and winning Textron Financial’s “Innovator of the Year” award.

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