Topgolf Entertainment Group

What Topgolf Entertainment Group does

Topgolf Entertainment Group is a Dallas-headquartered, technology-enabled sports and entertainment company founded in 2000 that operates 102 climate-controlled golf entertainment venues across more than 30 U.S. states. Its core product fuses proprietary RFID ball-tracking and Toptracer real-time ball-flight visualization (a multi-camera computer-vision system that captures ball speed, curve, height, and hang time) with full-service food and beverage, music, and HDTVs in social hitting bays that seat up to six players per bay. The technology powers an in-bay game library (Angry Birds, Block Party, Virtual Courses including St Andrews) and is also licensed to professional golf broadcasts. A mobile app extends the experience with reservations, mobile ordering, waitlists, game history, leaderboards, and bay TV control, and the company runs the Topgolf Swing Suite indoor simulator sub-brand.

Topgolf generates revenue through a hybrid model combining usage-based hourly bay rental (starting from $20/hr per bay, with up to six players), full-service F&B, recurring memberships (PlayMore at $20/month, Platinum and Platinum Elite tiers), a seasonal Summer Fun Pass ($179), gift cards distributed through major U.S. retail channels (Target, Walmart, Kroger, Home Depot, Lowe's, Amazon), corporate and group event bookings, golf lessons, and on-site retail including a proprietary club called The Sure Thing. Its primary customer segments are individual/family social entertainment consumers, corporate and group event bookers (7+ guests, 2+ bays), junior golfers (via a Youth on Course partnership at $5/bay during summer hours), and repeat/member visitors. Promotional GTM levers include Half-Off Golf on weekdays, Sunday Funday pricing, seasonal campaigns tied to soccer tournaments and golf majors, and co-marketing with sponsors such as Honda and Acura.

Following the January 2026 sale of a 60% stake to Leonard Green & Partners at a $1.1 billion valuation, Topgolf operates as a privately held company with Callaway Golf retaining a 40% equity interest; new CEO David McKillips (appointed February 2026) is leading a turnaround effort amid double-digit same-venue sales declines, supported by new executive hires, a three-region operational restructuring, and continued U.S. venue expansion including its 102nd prototype venue in Parsippany, NJ.

Name

Topgolf Entertainment Group

Legal name

Topgolf International, LLC

Website

https://topgolf.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Topgolf Entertainment Group operates 102 U.S. golf entertainment venues combining proprietary RFID and Toptracer ball-tracking technology with food, beverage, and event hosting. It serves individual consumers, corporate groups, junior golfers, and repeat members via bay rentals, memberships, and a mobile app ecosystem.

Ownership category

akta.pro rank

Product category

Golf Entertainment Venues

NAICS

Golf Courses and Country Clubs (713910)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Golf Courses & Golf Facilities (MPAKAEAD)

akta.pro secondary industry

Golf Simulators, Nets & Practice Equipment Retail (CRAMAGAI)

Keywords

• Golf entertainment venues
• Sports entertainment hospitality
• Ball tracking technology
• Venue memberships passes
• Corporate event booking

Headquarters

HQ city

Dallas

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Bay Rental / Game Play: Topgolf's primary revenue stream is hourly bay rental. Bays are priced per hour (varies by venue, day, and time), with up to 6 players per bay. Pricing starts from $20/hr at participating locations on weekdays. A $6 one-time Topgolf Account activation fee is charged for new players. This is a usage-based, per-unit revenue model.
2. Food & Beverage: Full-service restaurant and bar at each venue with chef-crafted menus including shareables, flatbreads, burgers, tacos, and specialty drinks. Mobile ordering via the Topgolf App delivers food and drinks directly to the bay. F&B is a significant ancillary revenue stream that complements the core game play experience.
3. PlayMore Membership: A $20/month subscription (with 3-month minimum commitment) offering a free hour of game play monthly and a free appetizer every visit, plus the ability to bring up to 5 guests. Prepay options include 6 months ($120) and 12 months ($220, with 1 month free). This generates predictable recurring revenue and drives repeat visits.
4. Platinum & Platinum Elite Memberships: Premium memberships offering free game play during designated hours, 20% off food/non-alcoholic drinks and in-venue retail, free Topgolf Accounts for up to 5 guests, upgraded clubs, and priority bay access. These are tiered subscription products targeting frequent, high-value guests.
5. Summer Fun Pass: Seasonal pass at $179 offering unlimited daily play (2 hours per visit) from April 28 through September 7, covering the passholder plus up to 5 guests, with 10% off in-venue retail and expanded hours. A $20 premium tier adds reservation access. This is a seasonal subscription-style pass driving volume during peak months.
6. Event & Group Bookings: Corporate events, birthday parties, and group bookings for 7+ guests (2+ bays minimum) with customizable catering packages, game play, and event planning support. Event packages include food & beverage and are booked through a dedicated events team. These bookings provide higher transaction values per visit.
7. Gift Cards: Topgolf Gift Cards are sold online, at all U.S. Topgolf venues, and at thousands of retail locations (Target, Walmart, Kroger, Home Depot, Lowe's, Amazon). Gift cards are redeemable for game play, food & drinks, memberships, passes, lessons, and gear. This drives advance revenue recognition and customer acquisition.
8. Golf Lessons: Golf instruction offered by certified pros in all-weather hitting bays, with lessons for all skill levels (kids, adults, individuals, groups). Booked online through the Topgolf website. Lesson revenue complements the entertainment experience.
9. Arcade Games & Retail Merchandise: Select venues offer arcade games, and all venues sell Topgolf merchandise and gear. Some venues also feature Callaway golf club sales. Revenue from these ancillary offerings supplements the core experience.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels10 records

Core offering

Topgolf operates 102 owned-and-operated U.S. venues where guests rent climate-controlled hitting bays by the hour and play tech-enabled golf games powered by Toptracer real-time ball-tracking and patented RFID scoring technology. Each venue pairs the bay experience with a full-service restaurant and bar, mobile food ordering to the bay, and event spaces for group and corporate bookings. Revenue is layered with multi-tier membership programs (PlayMore, Platinum, Platinum Elite), seasonal passes, gift cards, golf lessons, proprietary retail products, and branded event experiences.

Product overview

Topgolf Entertainment Group operates a venue-based golf entertainment business featuring climate-controlled hitting bays with proprietary Toptracer ball-tracking technology at over 100 U.S. locations. The core offering combines sports entertainment with food and beverage service, supported by digital products including a mobile app for reservations, mobile ordering, and game tracking. The portfolio includes membership programs (PlayMore at $20/month and Platinum tiers), seasonal passes (Summer Fun Pass at $179), gift cards, golf instruction services, and proprietary products like The Sure Thing golf club. Games powered by Toptracer include Angry Birds, Block Party, and Virtual Courses. Additional offerings include event hosting, arcade games, and food service with vegetarian/gluten-friendly options.

Differentiator

Problem solved

Functional benefit

Brands

• Toptracer: Ball tracing technology that tracks golf ball flight and powers Topgolf games, also used in professional golf broadcasts.
• Topgolf Swing Suite
• Topgolf PlayMore Membership
• Platinum Club
• Summer Fun Pass
• The Sure Thing

Products and services

• Topgolf Venue Experience Flagship venue-based golf entertainment experience featuring climate-controlled hitting bays, Toptracer ball-tracking and patented RFID scoring technology, multiple interactive games, full-service restaurant and bar with mobile ordering to the bay, and event spaces for groups of all sizes. Available at 102 U.S. locations.
• Toptracer Technology Proprietary multi-camera ball-tracing technology that visualizes ball flight in real time and captures metrics including ball speed, curve, height, and hang time. Powers in-venue games and is deployed across Topgolf venues in the U.S.

Quantifiable outcome

• 10 million new golfers by 2030
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature5 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Youth on CoursecoreStrategic or Co-development Partner · 25 June 2026Topgolf announced a landmark partnership with Youth on Course, a nonprofit that has subsidized millions of $5 on-course rounds for juniors over the past two decades. Starting July 1 through September 3, Youth on Course members and alumni can book bays for $5 during summer hours (open to noon, Monday–Thursday). The partnership targets youth as one of golf's fastest-growing segments (up 58% since 2019) as part of Topgolf's goal to create 10 million new golfers by 2030. Both organizations see this as a foundation for a lasting partnership to expand year-round access and grow the sport.
• Honda & AcuraminorGTM or Marketing Partner · 18 June 2026Honda and Acura are supporting the opening of Topgolf's 102nd venue in Parsippany, NJ (July 3, 2026), by offering gift cards to the first 100 guests. This is a co-marketing partnership tied to a specific venue launch event.

Scale indicators10 records

Recent moves13 records

Expansion highlights6 records

Direct peers

• Drive Shack: Drive Shack operates tech-enabled golf entertainment venues (Puttery and Drive Shack venues) with similar bay-based game play, food and beverage service, and event hosting. It is the closest publicly traded comparable to Topgolf's core venue model.
• Puttshack: Puttshack is a tech-enabled indoor mini golf and social entertainment concept featuring automated scoring, full bar and restaurant service, and a similar experiential positioning. It targets the same group/corporate entertainment occasions with comparable price points.
• BigShots Golf: BigShots Golf operates multi-level golf entertainment venues with Toptracer-style ball tracking, full-service restaurants, and event spaces. It competes directly with Topgolf in select U.S. markets.
• Five Iron Golf: Five Iron Golf is an indoor golf simulator and bar concept offering league play, lessons, food and beverage, and event hosting in urban locations. While smaller and simulator-led rather than outdoor driving-range led, it competes for the same social-entertainment occasion.
• Swingers (Swingers London / NYC): Swingers is a competitive socializing concept combining crazy golf, street food, and cocktails. It overlaps with Topgolf's core value proposition of golf-based social entertainment with F&B, though it operates primarily in the U.K. and select U.S. cities.

Broad incumbents

• Dave & Buster's: Dave & Buster's operates large-format entertainment venues combining dining, full-service bars, and amusement/arcade attractions. It competes for the same discretionary group and family entertainment occasions but does not offer the sports/golf component.
• Bowlero (Lucky Strike Entertainment): Lucky Strike Entertainment (formerly Bowlero) operates bowling and entertainment centers with elevated F&B, event hosting, and group entertainment positioning. It is a comparable experiential entertainment operator, though anchored in bowling rather than golf.

Emerging players

• GOLFTEC: GOLFTEC operates indoor golf improvement centers focused on swing analysis, lessons, and club fitting using proprietary tech. It overlaps with Topgolf's lessons and practice offering but is instruction-led rather than entertainment-led.
• X-Golf: X-Golf is an indoor golf simulator franchise offering league play, food and beverage, and event hosting in a bar/restaurant format. It targets the same casual indoor golf entertainment segment as Topgolf's Swing Suite but at a smaller venue scale.

Others

• Troon: Troon is the largest golf course management company in the world, managing traditional courses, country clubs, and hospitality assets. It is adjacent rather than directly competitive — operating in the broader golf industry rather than the tech-enabled entertainment category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/topgolf
• Facebookfacebook.com/topgolf
• Instagraminstagram.com/topgolf
• TikToktiktok.com/@topgolf
• Xx.com/topgolf

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Subsidiaries1 record

Funding overview

Funding rounds4 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Topgolf Entertainment Group