Welcome to the Experience in Golf Clubhouse Design podcast, where we uncover the fascinating world of golf clubhouse design and its profound influence on member lifestyles. Hello, golf design enthusiasts! Today, we're diving into an insightful article from the May/June 2025 issue of Golf Inc. Magazine. The piece, titled "Swinging Toward Profit," is written by Chris Lewis and Michelle Weyenberg. It discusses how golf clubs are increasingly investing in entertainment and technology to attract members and boost revenue. Let's get into the article. "Swinging Toward Profit" (By Chris Lewis and Michelle Weyenberg, Golf Inc. Magazine, May/June 2025) The times, they are a-changin’. Rapidly, in fact. Gone are the days when private golf clubs could simply offer one key amenity — golf — and stay financially flush. Now they must provide an assortment of amenities, and that includes innovative technology for golf instruction and entertainment. In May, The Foothills Golf Club in Ahwatukee, Arizona, unveiled “The Bunker,” a 2,100-square-foot golf lounge with two golf simulators featuring E6 Connect Software. Simulators can be reserved for $50 per 60-minute session with Bunker Membership options available ranging from $129-$199 per month. “The Bunker is more than just a simulator room, it’s a bar, restaurant and event space with a fun atmosphere,” said Jeremy Strauss, PGA and general manager. It’s really no surprise for renovations and additions like these. Golfers are becoming younger. According to the National Golf Foundation, 71% of all post-COVID growth involves players who are younger than 50. In 2023, some 6.3 million on-course golfers were ages 18 to 34, and in 2024 the average age of golfers was 43.5. “Club Leader’s Perspective: Finding Success and Facing Challenges,” a 2024 report by GGA Partners, shows that 99% of clubs saw the average age of their members either drop or hold steady. Many of these members have spouses and young children who are either not interested in golf or just learning about it. Therefore, clubs must think outside the box to attract them. Arcis Golf announced in April that Frisco, Texas-based Plantation Golf Club was renamed The Club at Frisco Farms and underwent a multi-million-dollar makeover that also includes a game area. “Our goal is for The Club at Frisco Farms to become a community hub for golfers, non-golfers, family, friends and diners,” said Blake Walker, founder, chairman and CEO of Arcis Golf. The renovated retail shop now features an area with an indoor putting green and an enhanced line of high-end putters. There is also a dedicated kids’ corner with books, tents, games and activities related to outdoor pursuits, such as golf and fishing. The community-centric game room now includes big-screen televisions, darts, shuffleboard and billiards. Soon to come are a golf simulator and Golden Tee arcade game. “We are confident this new food-and-beverage space will become Frisco’s local watering hole — a place where the community can gather, enjoy a meal or beverage, shoot pool, play darts and watch their favorite Dallas sports teams on TV,” said Dylan Walls, general manager. Newnan Country Club in Newnan, Georgia, soft launched its new Teaching Academy training facility, used for lessons and club-fitting classes in fall of 2023. The facility was integrated with the current range tee and has had a big impact on its finances as well as the club’s reputation. Lesson revenue increased 27% as more members and non-members took lessons. The addition of these amenities has shown financial benefits. Here are three more examples. BallenIsles Country Club: A new standard in practice. In January 2023, BallenIsles Country Club in Palm Beach Gardens, Florida, opened its 16.5-acre Practice Grounds. Designed to fit the needs of all golfers from novices to scratch players, the Practice Grounds enables members to hit every type of shot they’d potentially have to hit on a golf course. The Practice Grounds features a 25,000-square-foot, 18-hole putting course, along with a multifunctional chipping and pitching facility. The facility offers five greenside bunkers, as well as five chipping and pitching greens that vary in angle and pitch, allowing members to practice a wide array of short shots. To help members work on their long games, the Practice Grounds provides dozens of hitting bays on mats and turf. Each hitting bay has FLAGD GPS-based range measurement equipment, and 30 bays offer Toptracer technology. Members can also practice at a wedge range. It has six target greens situated from 30 to 105 yards from the mats. Members can also play a 9-hole short course that has target greens. “Our club also has a 3,000-square-foot Learning Center that’s located on the Practice Grounds’ north end,” said Jeff Fitzherbert, director of golf. “It includes dedicated spaces for training, custom fittings and club repairs.” Once members enter the Learning Center, they’ll be greeted by a team of golf professionals who will help them determine which clubs are most suitable. After receiving this equipment, members can use one of four instructional sites. Two are fully enclosed bays with Trackman radars, a three-camera system and a golf simulator with a drop-down screen and a SAM PuttLab. The other two are covered outdoor bays, each of which has a Trackman unit. “Members can play against each other or golf independently with instructional videos,” Fitzherbert said. “Once their lessons are complete, members can use the Learning Center’s covered outdoor seating area, eat at the outdoor food truck and shop for new golf gear at the retail shop.” Fitzherbert said he believes the Practice Grounds offers a new standard in private club learning and practice. He calls the facility not just a driving range but an exceptional golfing experience. Since opening the facility, BallenIsles Country Club has experienced several financial benefits. Private fittings have risen to more than 200 annually, compared to 50 to 75 a year previously. The club recorded \$135,000 last year in fittings alone. In 2024, the club also recorded a 48% increase in year-over-year golf ball sales, while golf club sales increased by 30%. In addition, BallenIsles hired a director of instruction in 2024, and lesson participation increased by 13%, while golf instruction revenue rose by $50,000. “Our first assistant professional, Matt Grobstein, was named Callaway Staff Southeast Fitter of the Year in 2024 as well — one of only four in the United States,” Fitzherbert said. “Last year, Matt and his team grew BallenIsles’ Callaway custom club business by 67%, when compared to 2023’s sales.” Kenmure Country Club: Attracting a broader audience. In June 2024, Kenmure Country Club in Flat Rock, North Carolina, opened its Toptracer Range with the primary purpose to attract a broader audience, making the golf facility more accessible and appealing to all, and to offer an alternative social gathering spot within the facility, which supports casual outings, small groups and hosting events. One of the main goals was to drive revenue by leveraging the appeal of Toptracer to create a revenue stream through rentals, event bookings, food and beverage sales and memberships specific to the amenity. Beyond individual practice, the flexible space can accommodate events, leagues or other gatherings, maximizing utility across various activities. Open areas are designed to fit small groups or gatherings without disrupting other users. With the help of designer and architect partner Cover The Tees, life has been given to the vision for the range to create a welcoming environment for all levels of golfers, made possible by having ample lounge seating, tables and chairs to relax in while down at the practice facility. Since opening, the club has added new Young Executive Members and secured range memberships from existing Social and Sports Members, as well as bringing in six new golf tournaments for this year, management said. “The addition of Toptracer to our practice facility has also bolstered our usage rate at the driving range. This has been done by running monthly closest to the pin contests and weekly virtual golf tournaments. Simply put, it’s proved to be an amazing added amenity to our club, and we are excited about all of the possibilities it brings for the future.” Bear Lakes Country Club: Reimagining the driving range. Bear Lakes Country Club in West Palm Beach, Florida, held the grand opening of its renovated driving range and golf practice facilities in November 2023. The range had not been updated since 2007, and while a member survey showed an increase in satisfaction from the previous year, the members expressed a desire to improve the golf practice facilities, said Bill Decker, Jr., director of marketing and membership. “We wanted to reimagine what was once a nondescript driving range with simple flag posts for targets into a comprehensive, state-of-the-art practice facility with assets to benefit all skill levels and cover all aspects to help improve one’s game,” he said. Seven target greens with artificial turf bunkers were built, as well as a wedge range. With target greens from 25 to 100 yards, and a CoverShots Mobile Canopy for ample protection from the elements. The learning center was completely renovated with two instructional bays, each containing three camera angles and a comprehensive Trackman monitor. One station also has a sensor pad to monitor the balance and weight shift of the player, plus club fitting and loft and lie adjustments. In the first 10 months the new range was open, Trackman reported that members hit 2.1 million balls, Deck said. “In the first year since its completion, we reached full golf membership capacity for the first time in the history of the club, driving millions of dollars of additional revenue beyond what was initially budgeted,” he said. Wow, that was a lot to take in uhm. It's clear from Lewis and Weyenberg's reporting that the modern golf club is evolving rapidly. It's no longer just about the 18 holes; it's about creating a holistic experience that caters to a diverse range of interests. The uhm successful clubs are those that are proactively adapting and investing in these new amenities. I think the three key takeaways from this article are: 1. **Embrace Technology:** Toptracer ranges, golf simulators, and dynamic pricing are no longer just "nice-to-haves"; they're becoming essential for attracting younger players and enhancing the overall experience. 2. **Think Beyond Golf:** Game rooms, family-friendly activities, and engaging food and beverage options are crucial for making the club a social hub for everyone, not just avid golfers. 3. **Adaptable Strategies:** Clubs need to be aware of and ready to adjust to the needs of their current customers and understand how to cater to the evolving needs of a more diverse generation. For clubhouse designers, this means we need to be thinking beyond the traditional. It's about creating flexible spaces that can accommodate a variety of uses, integrating technology seamlessly, and designing with the whole family in mind. Uhm. We need to be creating spaces that can be easily adapted and updated as technology and preferences continue to change. Thank you for tuning in to Experience in Golf Clubhouse Design, where we delved into the fascinating world of architecture, interior design, and impact on members lifestyle. We hope you’ve gained valuable insights into the key elements that contribute to a successful golf clubhouse and resort experience. Remember to subscribe and join us for our next episode!