GBR Wednesday | 38 Million Off-Course Golfers and Counting: The Business Case for Reinventing the Driving Range
Connecting the dots across golf’s business, media, and professional landscape
Hello GBR,
Are driving ranges the poorer relatives of golf entertainment venues?
The answer is definitely not. New technology is coming in at a fair rate to improve the experience for any golfer who is visiting their local range. A case in point is the new Toptracer Go technology, which can provide a wealth of ball data to help golfers. The tech has already been tested on the esteemed ranges of The Open Championship and Ryder Cup last year. The system is easy to use and won’t cost operators a fortune to run.
Keeping on the driving range theme, Power Tee has just released its new white paper Turn Your Driving Range into a Cash Machine, which provides even more useful information to driving range operators on how to improve revenue streams.
Today’s issue also looks at Zen Golf’s new partner portal and Five Iron Golf’s new venue in Saudi Arabia, to name but two additional stories for your reading pleasure.
Enjoy today’s read, speak Friday.
POWER TEE REPORT POINTS TO NEW REVENUE MODEL FOR DRIVING RANGES
Power Tee has published a new report setting out how driving ranges can increase revenue through a more entertainment-led model. The report, Turn Your Driving Range into a Cash Machine, follows an earlier Power Tee guide released this year, 7 Ways Golf Driving Ranges Can Increase Revenue in 2026, and argues that operators can grow income by combining automation, social spaces, and longer customer stays. Among the report’s key findings:
38 million Americans played off-course golf in 2025, more than on-course golf for the fourth consecutive year.
Only about 6.5% of U.S. golf facilities have added simulator or ball-tracking technology, which the report describes as a clear opportunity for ranges to stand out.
Revenue opportunities highlighted in the report include automated ball teeing, easier payment systems, premium mats and balls, gamified practice, family-friendly layouts, social seating, extended evening hours through modern lighting, and group packages such as corporate events and parties.
The report also says food-and-beverage income can rise when customers stay longer, including through in-bay ordering, bundle offers, and food-truck partnerships for venues without kitchen operations, with some food trucks willing to return around 20% of sales to the facility.
Power Tee says facilities using its automated teeing system typically see revenue increases of 25% to 40%, while its premium striking mats can reduce water and maintenance costs by as much as $25,000 a year.
Power Tee says its own system helps remove friction by reloading a ball after every shot, integrating with gameplay systems, and offering up to 40 tee heights for different users.
The company pointed to GO USA Fun Park in Murfreesboro as a recent example, with the family entertainment venue reporting a 25% rise in driving range revenue after installing Power Tee across its hitting bays. “Integrating Power Tee was a strategic decision to differentiate our driving range,” said chief operating officer Alex Abdo. “We’re not just a place to hit balls anymore.”
Abdo added that the return on investment had been “almost immediate,” while Power Tee founder Martin Wyeth said the venue’s experience showed how automated teeing could help turn a range into a more significant profit center within a wider leisure setting. For range operators who know the numbers could be working harder, the report provides a practical starting point for review.
ZEN GOLF LAUNCHES PARTNER PORTAL TO SUPPORT GLOBAL INDOOR GOLF EXPANSION
Zen Golf has launched a global Zen Partners Portal to support its 78 business partners across 28 countries as it expands its moving-floor indoor golf technology.
The password-protected platform gives partners continuous access to marketing collateral, high-resolution installation imagery, video content, price lists, room design specifications, coaching material, sports science resources, technical documents, customer case studies, and testimonials. Alerts will be issued when new content is added, with Zen saying the portal will help partners respond to customer inquiries more efficiently and in greater detail.
The portal will also act as the knowledge hub for Zen’s integration with Trackman’s Virtual Golf 3 software, which enables simulated course and practice-ground conditions to trigger real-time movement on Zen playing surfaces.
TrackMan iO and Trackman 4 owners will have exclusive access to automatic movement on the Zen Swing Stage and Zen Golf Stage, with Zen Green Stage putting integration expected later. Zen said its Active Terrain Technology is designed to deliver more meaningful data and a closer connection between simulator golf and on-course conditions. Its moving-floor systems, already used by leading PGAs, Tour golfers, governing bodies, elite coaches, universities, equipment companies, custom-fitters, and premium residential installations, are positioned by the company as a core part of the next phase of indoor golf.
“Zen is the pioneer of full-size adjustable golf playing surfaces,” said Zen’s Andy Hiseman. “With the new web portal our business partners can now respond to their customer enquiries more efficiently, and more comprehensively.”
TOPTRACER GO AIMS TO LOWER THE COST OF RANGE TECHNOLOGY FOR GOLF FACILITIES
Toptracer has launched Toptracer Go, a lower-cost range technology product designed to make shot-tracking data available to more golf facilities.
The system operates with one camera covering 50 meters of tee line and allows players to scan a QR code and view real-time data on their mobile device, including shot distance, ball speed, and launch angle, turning range warm-ups into a more data-led practice session before going on course.
Toptracer said the technology was used on practice ranges during 2025 at the PGA Championship, The Open Championship, and Ryder Cup, where fans could access real-time player data by scanning a code at the practice range. “We built Toptracer Go to remove friction, for both the operator and the golfer,” said Scott Blevins, Toptracer President. “At $999 a month, we’re opening the door for more facilities to offer a premium experience, while giving golfers a simple, instant way to get meaningful data every time they step on the range.”
Toptracer announced that the prices for Toptracer Go are set at $999 per month, £829 per month in the UK, €979 per month in Continental Europe, and 8,991 SEK per month in Sweden.
FIVE IRON GOLF OPENS FIRST SAUDI VENUE AT PIF TOWER IN RIYADH
With tensions running high in the Middle East, Five Iron Golf has pressed ahead with the opening of its first Saudi Arabia venue at PIF Tower in Riyadh’s King Abdullah Financial District.
The new 12,000 sq ft site developed in partnership with Golf Saudi is part of the Kingdom’s wider push to expand golf participation, infrastructure, and year-round access to the game. The flagship Five Iron Riyadh location features 11 simulators using a mix of Trackman and GOLFZON technology, allowing guests to practice, compete, and play from any number of virtual courses.
Five Iron Golf’s new Riyadh facility caters equally to the more serious golfer by offering professional coaching, Callaway Tour Fitting, indoor golf leagues, beginner clinics, women’s programming, and junior instruction. The venue has been designed to combine performance technology with hospitality, including a full-service bar and kitchen, flexible event space for corporate functions, client entertainment, team-building, and private gatherings.
“We are seeing a fundamental shift in golf, where growth is no longer driven solely by elite competition, but by building the infrastructure and access points that bring more people into the game,” said Jared Solomon, Co-Founder and CEO of Five Iron Golf. Thomas Rudy, Chief Investment Officer of Golf Saudi, said Five Iron’s model “combining technology, hospitality, instruction, and community” would support Saudi Arabia’s aim to build a more accessible golf ecosystem across grassroots participation, elite competition, and modern indoor formats.
The new Riyadh facility might be the first in Saudi Arabia, but Five Iron Golf already has venues located in the wider region, namely, in Dubai, with further developments in the pipeline for Abu Dhabi and another venue in Dubai.
GARMIN DATA REPORT SHOWS YOUNGER GOLFERS, MORE VIRTUAL ROUNDS, AND LOWER SCORES
Garmin’s latest Trends in Golf Data Report says golfers using the Garmin Golf app played more often and improved across nearly every shot category in 2025, with the strongest participation growth coming from younger players.
The number of Garmin golfers under 20 rose 76% from 2024, while those aged 20–29 increased 53%, 30–39 by 18%, 40–49 by 15%, and 50–59 by 12%. The median number of rounds increased 13%, with golfers averaging one extra round, while both female and male Garmin users rose by about 16%.
Real-life rounds grew 17%, but virtual rounds climbed 58%, supported by Garmin’s simulator products, including the Approach R50 launch monitor and simulator and the Home Tee Hero app, which offers access to more than 43,000 courses.
Garmin said golfers who registered a launch monitor and used it for at least six months lowered their average score by 4.4 strokes, based on users who played at least 20 rounds before and after registration and used the device at least five times. The report also found Garmin golfers had a median handicap of 14, with the U.S. and Canada at 12, Australia at 14, and France, Sweden, and the UK at 15.
Away from the course, Garmin golfers logged 49% more yoga activities and 45% more strength training, pointing to a broader link between golf, fitness, and performance tracking.
CENTROID REOPENS TAYLORMADE SALE PROCESS AFTER OLD TOM FINANCING DELAY
First reported in the excellent Substack newsletter Money In Sport, a news report in South Korea confirmed that Centroid Investment has reopened efforts to sell TaylorMade.
The news comes after the preferred bidder, Old Tom Capital, with an offer of about $3.1 billion or 4.5 trillion South Korean won, failed to secure financing by the required deadline, according to investment banking sources. Centroid is now seeking new buyers through multiple global investment banks and aims to choose a new preferred bidder and begin contract negotiations by June or July.
The renewed process switches the focus to F&F, a South Korea-listed fashion and brand management group known for operating global apparel licenses, including MLB and Discovery Expedition, which also participated as a strategic investor in Centroid’s original TaylorMade acquisition and holds a right of first refusal.
Industry sources say F&F has raised its internal offer to around 4 trillion South Korean won, meaning competing bidders would likely need to exceed that level, potentially into the low-to-mid 4 trillion South Korean won range, to secure control.
F&F, already a strategic investor from Centroid’s original TaylorMade acquisition, is now viewed by some industry observers as the leading candidate because of its financial position, including annual operating profit of 400 billion to 500 billion won, net profit above 400 billion won last year, and a recently extended 1 trillion won acquisition-financing commitment from lenders, including Samsung Securities.
TaylorMade management is reportedly cautious about any restructuring led by a strategic investor without a strong understanding of the golf industry, making post-acquisition integration a key issue, but Centroid’s renewed bidding process gives the seller a fallback route to recover its investment if no superior offer emerges.
JUSTIN ROSE TO DEBUT MCLAREN GOLF IRONS AT CADILLAC CHAMPIONSHIP
News broke earlier this week that Justin Rose will make a surprise equipment change at this week’s Cadillac Championship in Miami after signing with McLaren Golf as the new company’s first global ambassador.
The announcement coincides with the launch of its first official iron set today, Wednesday, April 29, on the eve of the tournament and during the same week as Formula 1’s Miami race, where McLaren and Cadillac will be battling on track.
Rose, previously an equipment free agent, will put a full set of McLaren irons in play while retaining his existing woods and putter, and will also wear the McLaren Golf logo and use a custom McLaren Golf bag in its traditional papaya color. We covered the story that McLaren was creating a golf division earlier this year with a pledge to “push the boundaries of equipment design and manufacturing,” and Rose said he has been involved in the engineering process for more than a year.
“Clubs are feeling great,” Rose said. “Obviously, a lot of my own preferences have gone into the irons that I’m playing.” Rose, who has been a free agent since his time with Honma unraveled after just over a year in 2020, believes his time as a brand-agnostic player has left him clearer about his equipment needs. “I’m actually looking at what can be better. I’m looking to mitigate risk,” he said, adding that range data had shown the McLaren irons outperforming his current set, although he acknowledged there would be a refinement process once the clubs are tested in tournament conditions.
The new McLaren irons will have to be something special, as Rose has employed Mizuno, Srixon, and Miura irons at various intervals as a free agent.
HCLTECH TO LEAD DP WORLD TOUR DIGITAL PLATFORM UPGRADE
HCLTech has been named Official Digital Experience Partner of the DP World Tour and will lead a multi-year program to overhaul the Tour’s global digital presence, centered on its website and app.
The partnership will focus on fan-led digital innovation, with HCLTech using its digital engineering, experience design, data platform, and large-scale transformation expertise to build scalable web and mobile platforms for fans, on-course spectators, players, coaches, media, and commercial partners. The upgraded ecosystem is intended to provide easier access to live content, immersive experiences, analytics, and personalized fan journeys across devices and markets.
HCLTech will also become an Official Marketing Partner of the Tour, with Official Partner status at five DP World Tour events each season, supported by hospitality, on-site and digital activations. “The DP World Tour has a truly global fan base, which demands a world-class digital ecosystem,” said Michael Cole, Chief Technology Officer of the DP World Tour. HCLTech Chief Marketing Officer Jill Kouri said the program would help fans “discover, analyze and share the moments that matter,” while Max Hamilton, the Tour’s Executive Commercial Director, said the partnership gives HCLTech a global platform to showcase its innovation at scale.
LIV GOLF’S NEW ORLEANS DEBUT POSTPONED
LIV Golf’s planned New Orleans debut has been postponed, with Louisiana officials confirming the June 25–28 event at the South Course at New Orleans City Park Bayou Oaks will not go ahead as scheduled while the league explores a possible autumn date.
Louisiana had committed $7.2 million in state support, including a $5 million hosting fee and $2.2 million for renovations to the city-owned course, while LIV had projected a $40 million local economic impact and support for more than 1,150 jobs, with grounds tickets priced between $22 and $31.
Gov. Jeff Landry and Louisiana Economic Development Secretary Susan Bourgeois said the state had already paid $3.2 million under the contract and expects LIV to return incentive funding, with Louisiana also expecting $1.2 million to be repaid following the cancellation, while allowing the $2 million already invested in course upgrades to remain in place.
Reports said LIV is seeking to move away from the original summer dates because of New Orleans heat, competition for attention during the FIFA World Cup, and a desire to ensure the course is ready, with local reports also citing the need for the league to “restructure financially and find additional sources of funding,” as it considers a smaller, exposition-style event in September or October. “We appreciate LIV’s good-faith efforts and look forward to maintaining our partnership as we continue conversations around an event later this year,” the joint statement said.
BETTINARDI ADDS HEEL-SHAFTED OPTIONS TO ZERO-TORQUE PUTTER LINE
Bettinardi has expanded its move into reduced and zero-torque putters with two heel-shafted Hexperimental models, the #7 compact mallet and #9 high-toe blade.
In traditional Bettinardi fashion, both putters are milled entirely from 303 stainless steel and are priced at $550 in limited quantities, with shipping scheduled for early June.
The new models are priced at $550 in limited quantities, with pre-ordering available now, and shipping scheduled for early June. The new additions sit alongside the previously released Antidote putters, which used a more center-shafted, onset design in wider blade and deeper mallet shapes. Bettinardi’s Hexperimental design uses a modified plumber’s neck hosel to create a more traditional address look with less onset, while aligning the shaft axis closer to the head’s center of gravity to reduce twisting and make it easier to return the face square.
The #7 uses a compact mallet profile with a rear flange cutout to move weight to the perimeter for added stability, while sole cutouts help shift mass forward; the #9 offers a wider high-toe blade shape. Both models include Bettinardi’s latest F.I.T. face milling pattern, which removes 30% of the face surface through parallel-line milling to produce a softer, responsive feel intended to appeal to players who might otherwise prefer an insert-style putter. Finally, Bettinardi has constructed each model from 303 stainless steel to improve feel and balance.