‘Indoor golf in UK could be a really big thing in 10 years time’

London: Urban Golf has been making waves with its high-tech simulators. They’ve got 11 of these fancy setups at their Smithfield venue.

When Urban Golf kicked off in Soho back in 2004, it was pretty low-key. Just a black door and a buzzer—no signs or anything. James Day, the founder, thinks they were a bit ahead of the curve back then.

Now, after celebrating 20 years, he’s feeling optimistic. The indoor golf market is booming, valued at $1.3 billion in 2023. Plus, with TGL Golf launching soon, led by Tiger Woods and Rory McIlroy, things are looking even brighter.

Day believes that as long as they keep coming up with solid business models, indoor golf will be huge in the UK in the next decade.

He’s been a pioneer in this space, moving from basic simulators to advanced tech that tracks the ball’s movement. Today’s setups are super accurate, thanks to camera technology.

At Urban Golf, each simulator costs around £50,000 to install, but it’s worth it. The business is pulling in about £2 million, and Day is excited about the future.

He made a smart move by upgrading their simulators, which helped them attract serious golfers who bring their own clubs. That’s key for keeping customers coming back.

Urban Golf is also looking to expand, with plans for two new sites in London by 2025. Day envisions having a center in every UK city and is even working on a home golf system as prices drop.

He’s a golf enthusiast himself, having started as an assistant pro at Stoke Park Golf Club. His connections helped him find investors who are still on board today.

Day’s workshop, known as The Bunker, is a cool spot filled with vintage clubs and has even been called the “coolest room in golf” by a popular YouTuber.

He’s always on the lookout for the latest trends, recently checking out South Korea’s booming indoor golf scene.

Urban Golf was the first of its kind in the UK, and while other indoor venues have popped up, Day insists they’re not trying to be like everyone else. They’re all about doing their own thing and keeping it fun.