Jeff Smith is a tech entrepreneur who represents a sport with strong historical ties to his family.
The New Orleans native is the great-grandson of Joseph Bartholomew, one of the first Black golf course architects in U.S. history. Bartholomew, born in 1888, dropped out of school in the eighth grade and learned the ropes of golf by working as a caddy at Audubon Park Golf Course, a whites-only club that was down the street from where he lived, according to Amateur Golf. Bartholomew later became a greenskeeper and was hired as an assistant for Fred McLeod, a pro golfer who taught him the game as well as how to build golf clubs during the segregated Jim Crow era, per The Cultural Landscape Foundation.
When the opportunity came, Bartholomew was able to study golf course design in New York, where he worked with Seth Raynor. He moved back to New Orleans and applied his knowledge by designing the golf course at Metairie Country Club in 1922, and then at City Park, among others. He later created courses in Covington, Hammond, Abita Springs, Algiers, and Baton Rouge, LA. Smith recounts in an interview with AFROTECH™ that Bartholomew had fully or partially designed over 15 golf courses.
Raised in a family of four, Smith says they would hear various stories about Bartholomew’s impact in the state, some of which stemmed from the construction company he founded using the earnings from his design work.
“He was, I’d say, the first entrepreneur I ever knew of,” Smith, 38, told AFROTECH™.
Ironically, many of the golf courses that Bartholomew designed, he wasn’t permitted to play on, due to segregation. This included The Pontchartrain Golf Course in New Orleans, which was later renamed Joseph M. Bartholomew Municipal Golf Course.
This is why Bartholomew built a nine-hole golf course on his property in Harahan, LA, Smith shares. The city took over his land after he passed away in 1971 and has since turned it into a park.
“It’s kind of like one of those urban legends, because after he passed, the course went away and nobody knew it was even there or existed,” Smith explained.
His great-grandfather’s story has come full circle for Smith. He worked at the Joseph M. Bartholomew Municipal Golf Course in 2011 as an assistant manager after graduating from Xavier University. He then expanded his footprint in the hospitality and events industry, which brought him to Los Angeles.
Let’s Geaux Golf
In April 2024, Smith launched Let’s Geaux Golf with the help of his brother Errol (chief technology officer). Unveiled at the Augmented World Expo, it is a self-funded mobile clubhouse and community startup that brings golf to the masses through portable AI and VR simulators that can pop up at schools, community centers, festivals, and corporate events. Its flagship cities are New Orleans and Los Angeles.
PC: Let’s Geaux Golf
Its Technology
The startup’s technology includes a handheld device with AI swing analysis that displays where participants hit the ball as well as its trajectory and speed to help participants correct their swing. Another feature is a putting simulator equipped with AI sensors and a putting mat that provides real-time feedback on your putt’s trajectory. It also includes a coaching function that analyzes performance, including putt accuracy by distance, and offers video playback to show your swing location and recommend improvements.
Lastly, there’s a virtual reality headset, in partnership with GOLF+, that lets players experience Topgolf and PGA courses in addition to practice modes designed for all skill levels.
“There was a guest who came up to the booth, and he didn’t even speak English. He had a translator with him. And I showed him that virtual reality headset. He put it on, he took a swing, and when he heard the ball make contact with the club, he just had the biggest smile on his face,” Smith explained. “That told me this is universal.
“This game is something that can connect with people, whether you speak English or Korean or whatever language,” he continued. “The goal for me with this is to introduce as many people to the sport so they could have that moment of making that first contact, whether it be with a virtual reality headset, in real life at an actual golf event, or giving them just the inspiration to get started playing the game.”
Let’s Geaux Golf recently touched down at Xavier University to feature its mobile clubhouse experience and produce a sold-out golf tournament for its homecoming, which was held at the Joseph M. Bartholomew Municipal Golf Course and coincided with the HBCU’s 100th anniversary.
Proceeds from the event helped to fund a scholarship for the school. According to Smith, it amounted to $35,000.
“We are hoping to make that a year-over-year thing and then ideally take that format and take it to other HBCUs. And go on a full-scale tour in the future,” Smith expressed.
PC: Let’s Geaux Golf
What’s Ahead
As for what the future holds, Smith plans on creating a mobile app that will offer golf training, a pro shop for merchandise, esports challenges, and connectivity through live and digital experiences.
The app is projected to be released in early 2026.
Furthermore, a long-term goal is to create a virtual reality version of his great-grandfather’s golf course that includes education on the history behind his story, as well as the untold stories of other trailblazers of color in the sport. Smith has already received quotes from developers.
“We want to find the next Tiger or the next Joe Bartholomew and help them get their first swing in the sport,” Smith explained.
Smith is also seeking to raise $200,000 to fund two mobile clubhouse units that will house a full inventory of golf simulators available for events in New Orleans, Los Angeles, and throughout the country. He plans to showcase Black-owned golf apparel brands within each unit as well.
Smith is an IDEAinstitute fellow and a recent graduate of the Black Ambition Prize HBCU Pre-Accelerator Program, which has helped him gain a deeper understanding of how to scale the venture.
