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February 05, 2018
Five Questions with Troy Warfield, President of Topgolf International
Congratulations on being named President of Topgolf International. What are you most excited about in your new role?
I’m most excited about bringing the fun Topgolf experience to new audiences and helping grow the game. The demand for interactive, social activities is universal and crosses all borders. There is a lot of discussion in the industry about how to promote and grow the game; Topgolf is playing a critical role in changing the trajectory of the sport. Expansion of our world-class venues around the globe is filling latent demand for the game.
How does Topgolf capture the attention of non-golfers?
By combining four things everyone enjoys: play, food, music and community. Topgolf allows guests to experience the game we love in a fun, low-pressure situation. Plus, it doesn’t matter if you hit your intended target or hit a shank, you’re still going to have a great time. We pride ourselves on making sure guests feel welcomed and are fully engaged.
What are some things to look out for from Topgolf in 2018?
Our footprint continues to expand rapidly. Last year we entertained 13 million guests, and we expect that number to continue to grow. We will open 10 venues this year across the U.S. and one in Australia. Beyond the Topgolf venues, we’re very excited about Toptracer and its impact on the industry. Toptracer Range brings the same ball-tracking technology seen on PGA TOUR television broadcasts to driving ranges, making it accessible to everyday golfers. We will also be opening more Topgolf Swing Suite locations, our intimate lounge experience with simulators, and hosting more Topgolf Crush events at epic sports stadiums.
Can you tell us more about Toptracer and how it ties into the Topgolf brand?
At Topgolf, we’re committed to bringing people together through fun and entertaining shared experiences. Toptracer Range enables us to gamify golf. Players can enjoy different games and skills challenges, as well as virtual golf on simulated versions of the world’s most famous courses. Essentially, Toptracer Range offers a simple way to transform traditional driving ranges into entertainment destinations. And, because it’s fun for golfers and non-golfers, it opens up the game to new audiences. Toptracer Range technology is also available at two of our venues in Orlando and The Colony, TX near Dallas, and we are excited to introduce it at more venues this year.
Where do you see the game headed in the coming years?
We are very bullish on the future of golf. The experience of and entry point into golf is changing through Topgolf and Toptracer Range, but there are millions of more people worldwide who want to try their hand at golf. As an industry leader, we want to make access as easy and fun as possible. From our vantage point, the future of the sport has never been more exciting.