The market is moving
Each year, the PGA Show and BTME provide a valuable snapshot of where the industry is heading. While new products and innovations naturally attract new attention, the broader operational trends often reveal the most significant shifts in how facilities will be designed, managed and experienced in the coming years.
This year’s events showed two things:
- Modern driving ranges are evolving into technology-driven environments for broader audiences.
- Automation, data and customer convenience are becoming fundamental to both player experience and commercial sustainability.
What does this mean for operators? Let’s dive in.
Automation is no longer a ‘nice to have’
One of the most consistent themes across the exhibition floor was the growing demand for automation within golf facilities. Operators are increasingly looking for ways to streamline daily operations, reduce labour requirements and maintain consistent service standards.
From automated ball collection, to washroom management and ball distribution, facilities are moving away from labour-intensity, towards infrastructure that turns balls around quickly, reliably and in high volumes.
Takeaway
No longer viewed as a premium add-on, automation is quickly becoming a core requirement to remain competitive and scalable in today’s market.
Seamless Player Journeys Are Now Expected
Another key takeaway from the PGA Show was the industry-wide focus on removing friction from the player journey. Golfers now expect practice facilities to offer the same level of convenience found across other leisure and entertainment sectors.
This includes:
- Simple digital booking systems
- Cashless and contactless payment options
- Integrated access and session activation
- Instant performance feedback
Facilities that successfully combine these elements create a smoother, more rewarding experience for players whilst also improving throughput, operational efficiency and revenue growth.
Takeaway
Walk through your facility as a first-time visitor. Every pause, delay or extra step is a potential drop-off point. Streamline every touchpoint—and make sure the customer journey feels simple and rewarding.
Payment Technology is Becoming Part of Range Infrastructure
At this year’s shows, we launched our latest product: Range Servant Pay powered by Sweetspot. Using our Ultima ball dispenser pay window to showcase interface and the payment journey, we explained how Range Servant Pay is defining the connected driving range experience, with one supplier and one operational network across the whole range.
Historically, payment systems were treated as separate from driving range operations, but they are fast becoming fully integrated into the facility ecosystem. This level of integration not only improves convenience for players but also provides operators with valuable data insights, improved revenue tracking and simplified site management.
Solutions such as Range Servant Pay reflect the broader industry movement towards connected, automated environments that support both operator efficiency and customer experience at every touch point.
Takeaway
Payment is more than transactional. Range Servant Pay reduces friction, provides unified reporting, and helps make smarter decisions—without juggling platforms and suppliers.
Data-Driven Practice and Entertainment
Technology innovation across this year’s trade shows also highlighted the continued growth of performance tracking and entertainment-driven practice. Players increasingly expect access to measurable performance data, interactive games and engaging training tools.
These technologies are helping sites attract a broader audience, from experienced golfers seeking performance improvement to new participants discovering the game through social and entertainment-led formats. Importantly, this shift is also influencing facility design, underpinned by scalable, future-ready infrastructure to support demand and sustainable growth.
Takeaway
Consider whether your current setup supports different player types—from performance-focused golfers to broad social groups. Flexibility widens your audience, and reliable solutions keep them moving.
Compact, flexible facilities are gaining ground
Another clear theme was the continued rise of compact ranges and indoor environments.
Operators are exploring:
- Smaller footprints
- Urban and indoor installations
- Multi-revenue zoning
- Year-round operation
The focus is shifting to flexibility and revenue density. Facilities that can maximise output per square metre are increasingly well positioned in today’s market.
Takeaway
When evaluating expansion or redesign, focus on revenue density rather than footprint alone. Sustainable growth comes from intelligent planning.
A More Connected Future for Driving Ranges
As the industry continues to evolve, the integration of modern technology will play a central role in helping operators meet changing player expectations whilst maintaining sustainable and profitable business models.
We look forward to building on these takeaways, and continuing to support driving ranges of all sizes run smarter, stronger and more profitable in the seasons ahead.
