You may catch a glimpse of him at important golf industry functions in the region. Whether it be a magnificent muni or a new nine at an upscale resort, chances are, Jeff Fleishman will be at the inauguration. Chances are, he helped plan the event. And if a tournament is involved in the function, chances are his name will be at the top of the leader board as well. For Fleishman works just as hard behind a golf club as he does behind the scenes in the mid-Atlantic golf industry.

With a handicap of 2 and a tangible love for all aspects of the game, Jeff Fleishman has carved out one of the more unique jobs in the industry. In 1992, after 17 years of golf management and marketing at Kingsmill Resort in Williamsburg, Jeff founded his own company called Golf Business Advisors (GBA). Fleishman's slogan, "The Pastime of golf is now big business," sums up the niche he fills. GBA offers an array of services relating to the business of golf, from consulting and technical support, to complete facility management and joint venture agreements. Services include marketing plan development, special events coordination, feasibility studies, operational analysis, even spa and fitness planning. Also in his bag of expertise: course brokerage, executive search, even on-line partnerships.

Jeff, as personable and gracious a guy as you'll ever find, still finds time to volunteer his services to organizations including the USGA, VSGA, MAPGA and the World Maccabiah Games. For the latter, Fleishman co-chairs one of his favorite events, the Transatlantic Cup (known as the Jewish Ryders Cup) against Great Britain.

What's his take on the current status of the region's golf industry? "With all the new golf courses in the area, staff now have to work harder to retain customers. Excellence of service, careful pricing, positioning and image, all these are more important than in the past."