Topgolf
An interview with Michael Angelides, Director of Marketing, and Andrew Agnoli, Director of Golf Services and Retail, Topgolf originally published in Golf Business Quarterly.
About: Topgolf, positions itself as a an entertainment experience, offering a high-tech golf game aimed at people of all ages.
Do people who come to Topgolf see themselves as golfers?
Andrew: The latest statistics shoed the 70% of our players would say they’re non-golfers, so it’s a 70-30 split.
But around 10% of current green-grass players credit Topgolf - particularly in the US where we’re more widely available - as the reason they transitioned to the game in a more traditional format.
Is it a priority for Topgolf to drive wider engagement with golf?
Michael: The priority is providing an enjoyable experience for people and we make it accessible to just come and have fun, even if you’ve never picked up a club before. We’re a global company with 90 outdoor venues worldwide and we plan to continue expanding across the globe since we believe the world could use more play.
For those who want to get better at their game, they can do that too - we even offer lessons with PGA Pros. The experience is what you make it at Topgolf, and if playing with us fuels an interest in on-course golf for someone, we love to hear it.
Does Topgolf have a responsibility to increase participation in traditional golf?
Andrew: We see it as our responsibility to give people an alternative first entry point to the game of golf by making it more accessible and fun. I think all of these different format are a great way of doing that. The goal is to get people to play, have fun and have an experience with the game that makes them want to come back, which ultimately grows the game.
Can you bridge the gap between those who consider themselves golfers and those that do not?
Michael: Topgolf does bridge the gap between those who need their golf fix and those who just want to have fun. You can come and play golf and you can bring your family and friends with you and that’s not something you’d do at a golf course.
We’ve seen it, particularly with young children who come along just to hit golf balls, that there can then be a transition into the green-grass game.
Are alternative forms of golf attracting a wider demographic to the sport?
Andrew: When I joined Topgolf on an August bank holiday seven years ago, I possibly saw a wider demographic in one venue in the UK that day than I would have in several months at a traditional golf course.
I think it is widening the interest in this game. The rise of modern golf - the movement to make the game more accessible and inclusive - is shifting how the game is perceived and played.
Are alternative forms of golf a threat to the traditional game?
Michael: A recent study by the NGF in the US showed that the rise of off-course golf - of which Topgolf has more than an 85% share - fuels an interest in traditional golf. The two aren’t at odds.
The definition of golf is expanding and it’s a good thing for everybody. One example of how our technology can compliment on-course golf is the fact that we’ve worked with the R&A and their Golfit! facility in Glasgow, putting in Toptracer-enabled bays.
Keep up with latest in the golf industry, sign up below to receive a free copy of Golf Business Quarterly