The GolfNow.com domain name was initially used by Chris Ryan and Dr. Tom Giannulli, in Houston, Texas, in 1999, with the intent to build the first online golf reservation system.

Funding issues and sluggish adoption of their reservation platform in the era of dial-up modems, forced the company to pivot to a more content driven transaction model.

Cypress Golf Solutions, which was founded in Scottsdale by Brett Darrow and Frank Halpin in 2001, purchased the GolfNow.com domain name.

[14] GolfNow also offers a mobile app; the free version offers the service's core search and booking functionality, while a subscription-based premium version adds additional features for use while playing, including a scorecard, personal statistics and an "on-course GPS" function allowing access to overhead satellite maps of holes with distance measurements.

Orlando was GolfNow's fifth-largest market in 2015, having generated $14.5 million in revenue from partner courses.

The Hot Deals, it claims, are chased by players only wanting to pay the least no matter what, and none of that money ever gets to the golf course.

It also claims that very few, if any, customers return unless they again find a Hot Deal, which in no way helps with daily operating expenses.