Topgolf Chief Executive Officer Mike McKillips stated that the company is actively converting casual visitors into golf participants by removing traditional financial and cultural barriers to the sport. He noted that the business model is designed to address high costs, equipment requirements, and the intimidating atmosphere often associated with private country clubs.
According to McKillips, data indicates that Topgolf is generating between 2.5 million and 3 million new golfers through its various programs. He identified young women and children as the fastest-growing demographics in the industry. Youth participation at Topgolf facilities has increased by 40% over the last five years.
Broader industry figures from the National Golf Foundation show that women now comprise 28% of golf participants, with 8.2 million women playing off-course golf in 2024.
McKillips argued that individuals who hit balls at off-course venues like Topgolf are five times more likely to pursue playing on traditional courses than those who have never held a club. He emphasized that the social format makes the sport more affordable for groups. Visitors receive clubs and balls, and directors of instruction are available to teach beginners.
The company operates more than 100 domestic venues alongside international locations and simulator partners.
The company utilizes Toptracer technology, which tracks ball flight and is used in professional golf broadcasting. This technology is installed in every Topgolf bay, allowing first-time players to view shot data similar to that seen on television. McKillips observed that this feature helps engage guests who may have arrived for other activities, such as a bachelorette party, rather than specifically to play golf.
The strategy aligns with a broader consumer trend toward "third spaces" that offer socialization away from home and work. McKillips noted that guests do not need to play golf to visit. The venues offer sports bars, lounges, arcade games, darts, and pickleball. The driving range is presented as an optional activity rather than a mandatory entry requirement.
