He Turns Abandoned Driving Ranges Into Cash Machines
An entrepreneur discusses how he transformed outdated, underperforming driving ranges into thriving membership-based businesses by focusing on customer experience and modern technology. The guest has scaled from 3.5 million balls hit annually to 12 million across four locations, with ambitions to open 50 ranges across the US by solving the gap between casual entertainment golf and serious practice facilities.
Key takeaways
- • Customer feedback loops are essential—survey your best customers directly and call them rather than assuming what they want, as golfers were primarily complaining about ball quality and turf conditions.
- • Implement a membership model (like a $20/month "Ranch Pass") rather than prepaid bucket cards, as memberships drive repeat visits, create customer commitment, and achieve a 10:1 LTV-to-CAC ratio while allowing flexible cancellation.
- • Low-friction amenities like putting greens, string lighting, covered bays, and comfortable seating act as loss leaders similar to Costco's $1.50 hot dog—they don't generate direct revenue but attract serious golfers with higher lifetime value and create a "third place" between home and work.
- • License proven technology like Top Tracer Range and Top Tracer Coach to provide data-driven golf improvement and differentiate from old driving ranges, though expect significant upfront infrastructure costs and ongoing licensing fees.
- • Digital marketing and paid advertising (especially search terms like "golf lessons near me") are critical leverage points that most legacy driving range owners neglect, combined with strong website conversion optimization and offers like free first buckets.
- • Make the venue deliberately welcoming and non-exclusionary—allow casual dress, beverages with friends, and family hangouts to expand beyond serious golfers, which increases addressable market size and off-peak utilization by attracting older members and families.
Recommendations (4)
"So you license this technology from Topgolf. They license it to you. They do. So their product is called Top Tracer Range."
Chris Koerner on The Koerner Office Podcast · ▶ 11:24
"They have a top tracer coach product which is if you're a golf instructor, you can save all of your students information. You can upload drills for them."
Chris Koerner on The Koerner Office Podcast · ▶ 13:04
"I come from like 15 years of running paid ads. I was running Facebook ads in 2011."
Chris Koerner on The Koerner Office Podcast · ▶ 20:21
Mentioned (1)
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