GBR Weekly | Inside the $4.5 Million Texas Complex Set to Become America’s Biggest Indoor Golf Venue
Connecting the dots across golf’s business, media, and professional landscape.
Hello, GBR community,
It’s good to be back writing in some capacity. My wife gave birth to our first child last Tuesday, so thanks to Tomas for stepping in last Wednesday.
Even though the sleepless nights are properly kicking in, I’ve taken a window of opportunity to put together some of the key stories circulating in the golf industry over the past week, along with some reading and listening recommendations for your weekend.
59CLUB PARTNERS WITH CADDY CLUBHOUSE TO ELEVATE GLOBAL CADDIE TRAINING AND SERVICE STANDARDS
59club has announced a strategic partnership with Caddy Clubhouse, a platform founded by three elite caddies to help clubs enhance their caddie programs and elevate on-course service standards. The collaboration aims to combine Caddy Clubhouse’s training expertise, covering green reading, yardage books, etiquette, course management, and pace of play, with 59club’s industry-leading performance benchmarking tools. “Caddy Clubhouse is more than a training program—it’s about raising the bar for caddies everywhere,” said co-founder Jonathan Smart, noting that 59club’s data-driven approach will “create real value for clubs, caddies, and golfers alike.” 59club Founder and CEO Simon Wordsworth added, “This partnership reflects our shared commitment to service excellence and innovation across the caddie community.” The collaboration, unveiled during 59club’s Global Golf Day at The Belfry, will integrate caddie surveys into 59club’s My59 platform, enhance mystery testing, and expand educational content to help clubs deliver more consistent, professional, and engaging golfer experiences worldwide.
More details on 59club’s expertise in the golf industry can be found here. Caddy Clubhouse’s caddy training courses and what’s involved to join the training program can be found here.
TRUGOLF TO SUPPLY SIMULATOR TECHNOLOGY FOR AMERICA’S LARGEST INDOOR GOLF FACILITY
TruGolf Holdings, Inc. has been named the exclusive simulator technology partner for the new Golf Everywhere complex set to break ground in Flower Mound, Texas, in Q4 2025, a $4.5 million project that will become the largest indoor golf facility in the United States. Spanning six acres, the groundbreaking venue will feature 33 range bays, 16 private suites for full course play, a 7-bay group training facility, and 2 private teaching bays, supported by TruGolf’s advanced suite of technologies, including E6 software, Platform Golf lie-angle simulators, and Golf 918, its integrated management system for bookings, leagues, and F&B operations.
“We’ve decided to partner exclusively with TruGolf because the aim of their products is the same as ours — to provide the most realistic and authentic golfing experience possible,” said Myles Vlachos, founder of Golf Everywhere. The facility will also include a 4,000-square-foot short-game complex, a 7,000-square-foot wellness center, and multiple dining concepts, including Upstairs at Golf Everywhere and The Hot Shop street eatery and music venue. TruGolf COO Travis Whiting described the project as “our largest and most ambitious deployment to date — a complete ecosystem for play, learning, and entertainment that redefines what indoor golf can be.” More details of the partnership can be read here.
Recommended Read
The golf simulator industry has exploded over the past couple of years. Venues are appearing across the U.S. offering a mix of structured training and fitting for keen golfers and social interaction through a range of eating and drinking facilities on-site. The National Golf Foundation produced an interesting report detailing the rise and opportunity of the golf simulator business, which is available to download and read here.
PXG TO MAKE FIRST-EVER APPEARANCE AT 2026 PGA SHOW IN ORLANDO
PXG has announced it will exhibit for the first time at the 2026 PGA Show, taking place January 20–23 in Orlando, Florida, marking a major milestone in the company’s effort to engage more directly with PGA of America Golf Professionals, buyers, and industry partners. “PXG has always carved its own path, but at the end of the day, this game doesn’t move forward without the professionals who teach it, fit it, and grow it,” said Bob Parsons, PXG Founder and CEO. “Being at the PGA Show is our way of showing up in service to them.” The company will debut an immersive, hands-on booth experience, showcasing its latest equipment innovations and programs while fostering collaboration through direct engagement with PGA Professionals, retailers, and media. Renee Parsons, PXG Chief Marketing Officer, described the event as “about more than booths and displays—it’s the shared experiences and the conversations that make a real difference.” PGA of America CEO Derek Sprague welcomed PXG’s addition to the Show, calling it a “pivotal week” for launching the golf industry’s new year. At the same time, PGA Golf Exhibitions Vice President Marc Simon said PXG’s presence will bring “even more excitement and value” to the 40,000-plus attendees. The move follows PXG’s recent multi-year sponsorship of the Senior PGA Professional Championship, underscoring the brand’s deepening commitment to the professional golf community. The press release containing full details of PXG’s first appearance at the 2026 PGA Show can be read here.
ST ANDREWS LINKS RETAIL ARM POSTS STRONG GAINS AS VISITOR NUMBERS RISE
The Home of Golf Ltd, the retail division of St Andrews Links Trust, reported a sharp rise in both sales and profits for 2024, reflecting another year of strong tourism and demand at the “Home of Golf.”
The business, which operates five retail outlets across St Andrews, recorded turnover of £13.8 million, up from £12.3 million in 2023, while profits increased 12% to £4.7 million. Nearly 150,000 customers visited its stores during the year, compared to 138,881 the previous year. The Trust’s retail network includes shops at the Links, Eden, and Castle Course clubhouses, along with two flagship outlets opposite the Old Course’s 18th green — the Old Course Shop and St Andrews Links by TravisMathew. Profits from The Home of Golf Ltd are reinvested into the Trust, supporting ongoing projects and future capital investments, including the planned expansion and refurbishment of the 30-year-old Links Clubhouse after the 2027 Open Championship. The retail success underlines the continued global appeal of St Andrews as both a pilgrimage site for golfers and a thriving commercial hub for golf heritage. Golf Business News
Recommended Read
The retail arm of the St Andrews Links Trust is one part of a much bigger economic machine that generates £317 million ($421 million) for the Scottish economy each year. The St Andrews Links Trust gave a full breakdown of the economic impact of golf activities in the town and the number of people employed to welcome golfers from across the globe to the famous town on the east coast of Scotland.
MALBON GOLF SECURES $28 MILLION FUNDING TO FUEL GLOBAL EXPANSION
Malbon Golf has raised nearly $28 million from two undisclosed investors, according to a U.S. Securities and Exchange Commission filing, more than 12 times the amount the company previously raised. The funding is part of a larger $43 million equity raise aimed at accelerating global growth and product expansion.
Founded in 2017 by Stephen and Erica Malbon, the brand has built a reputation for its bold, streetwear-inspired aesthetic, designed to challenge golf’s traditional look. “We’re a lifestyle brand inspired by golf, similar to how Ralph Lauren is inspired by polo,” Stephen Malbon told Front Office Sports, emphasizing the brand’s crossover appeal. Malbon gained international attention in 2024 when Jason Day debuted its gear at the Masters, sparking headlines after Augusta National requested he remove a logo-heavy vest. The company has since expanded its pro roster to include LPGA stars Charlie Hull and Jeongeun Lee and launched high-profile collaborations with Coca-Cola, Budweiser, Adidas, and TaylorMade. With reported revenues nearing $100 million and 35% of sales coming from Asia, Malbon’s latest raise underscores investor confidence in golf’s booming fashion-meets-lifestyle segment. Ben Horney’s full article for Front Office Sports can be read here.
LIV GOLF STRENGTHENS EXECUTIVE TEAM AHEAD OF FIFTH SEASON
LIV Golf has bolstered its leadership ranks with four senior executive hires as the league prepares for its fifth season, marking a renewed push in marketing, partnerships, ticketing, and retail following several recent departures. Heather Meyer, formerly VP of Marketing for the Minnesota Timberwolves and Lynx, joins as SVP of Marketing, leading global brand and fan engagement strategy.
Chad Biggs, previously SVP of Partnerships at Harris Blitzer Sports & Entertainment, becomes EVP and Global Head of Partnerships, overseeing sponsorship sales and strategy. Michael Drobnick, who spent six years directing ticket sales for the Philadelphia 76ers, steps in as SVP of Ticket Sales & Service, while Victoria Hawksley, the longtime Head of Retail at Tottenham Hotspur and former Chief Retail Strategy Officer at Legends Global Merchandise, assumes the role of SVP of Retail and Merchandising. All four executives will report to Chris Heck, LIV Golf’s President since this summer. The hires follow the departure of former CMO Adam Harter and signal LIV’s commitment to strengthening its commercial and fan engagement infrastructure as it continues to expand globally. Reported by Josh Carpenter for Sports Business Journal.
TOUR EDGE UNVEILS THREE NEW EXOTICS IRON SETS FOR 2025
Tour Edge has unveiled three new iron sets under its Exotics series, the MB, CB, and Max, each engineered to meet distinct performance needs ranging from elite shot-makers to golfers seeking maximum forgiveness. “Each model has been perfected to address a distinct performance need,” said David Glod, Tour Edge Founder and CEO. “I’m confident that any golfer who steps into a Tour Edge fitting will walk away with a set that elevates their iron play.”
Exotics MB: A modern muscle back forged from 1025 carbon steel, featuring a compact tour profile and CNC precision milling for unmatched feedback. (Price: $1,349.99 graphite / $1,249.99 steel)
Exotics CB: A tour-inspired cavity-back design combining classic forged feel with added forgiveness, impact zone weighting for control, and a thinner topline for playability. (Price: $1,349.99 graphite / $1,249.99 steel)
Exotics Max: A game-improvement iron with MOI+ design, Pyramid Face Technology, and a 360° undercut cavity for higher launch, faster ball speeds, and all-around forgiveness. (Price: $899.99 graphite / $799.99 steel)
Each set features Tour Edge’s proprietary VIBRCOR technology for improved acoustics and responsiveness, with the MB and CB models designed to blend seamlessly for custom combination sets.
While we have concentrated on the irons, Tour Edge has also unveiled new Exotics drivers, fairway woods, hybrids, and a utility iron.
The full range is available now at fitters and retail outlets and can be viewed here.
Weekend Reads/Listens
In “Where Do We Look for Answers in Tumultuous Times?” written by Jay Karen, CEO of NGCOA, Karen explores the growing tension within golf’s ecosystem, from rising costs and AI disruption to shifting cultural influence and the surge of tech-driven golf experiences. He argues that while traditional institutions face skepticism, innovation may hold the key, pointing to tech entrepreneurs who are actively rethinking how golf is played, booked, and managed. The piece concludes with an invitation to the upcoming Golf Business Technology Conference and Tee Time Summit in Frisco, Texas, this October—events designed to help operators navigate these industry shifts.
“How Two Friends Turned Their Golf Passion into a SoCal Indoor Golf Hotspot” Derek Mortel and his business partner share how they transformed their love of golf—and frustration with crowded courses—into Swing Theory, a stylish new indoor golf and social lounge in Pasadena. Designed as a welcoming “lounge first, golf facility second,” Swing Theory blends serious simulation tech from Uneekor with a relaxed, community-driven vibe that appeals to both avid golfers and newcomers. Partnering with The Indoor Golf Shop for its launch, the venture highlights how modern entrepreneurs are reimagining golf as a social, tech-forward experience.
For those people working in the golf industry and looking to hire more staff, reading “What does a good golf job advert look like?” written by Michael Herd, Head of International Search & Consulting at Kopplin Kuebler & Wallace, could be worth a read. The piece discusses how to craft effective job listings for golf-industry roles, emphasising that ads should appear where the ideal candidates are likely to see them rather than being posted indiscriminately. It recommends clarity around key details like role responsibilities, benefits, environment, and expectations to attract quality applicants. The article also highlights the importance of aligning the ad to the specific golf audience to ensure it reaches professionals with relevant skills.
Mike Lorenzo Vera sat down with the DP World Tour’s Life On Tour to talk about his retirement from professional golf recently at the Omega European Masters in early September. Lorenzo Vera gives a very candid interview of his life on tour, which encompassed 285 starts, where he talks about mental struggles, the destructive shot that crept into his game, which made it hard for him to compete at the highest level, and what the future has in store for the 40-year-old.
The Impact of Legalized Sports Betting on the Golf Industry and the PGA Tour by Brian Hughes, Keiser University College of Golf Program Director and PGA Master Professional, examines how legal sports betting in the U.S. is reshaping golf by enhancing fan engagement through prop bets and real-time wagering tied to individual shots. He explores how the PGA Tour is partnering with sportsbooks, leveraging data (e.g., ShotLink) and introducing betting platforms to monetize new revenue streams. The article also raises concerns about integrity risks, regulatory challenges, and the need for robust oversight as gambling becomes more intertwined with the sport.