Modern Golf

What Modern Golf does

Modern Golf is a privately held Canadian golf retail and service company founded in 2011, operating five physical retail/showroom locations across the country: Toronto Skymark in Mississauga (described as Canada's largest golf facility), Downtown Toronto (First Canadian Place), Toronto East in Pickering, Calgary, and Vancouver. The company serves individual golfers and corporate/group clients through three integrated service pillars: custom golf club fitting, private golf instruction, and indoor golf simulator experiences. Customer transactions range from individual fittings and single lessons to bundled membership subscriptions and corporate event rentals.

The company's core technology stack is built around TrackMan radar-plus-optical launch monitors deployed at every location for both fitting data capture and indoor golf simulation on iconic courses such as St Andrews, Valderrama, and Muirfield Village. The MG Putt Lab at the Toronto Skymark flagship combines Quintic high-speed camera biomechanics (360–1080 fps) with the Wellputt BigTilt putting platform for slope practice and green-reading training. Modern Golf stocks equipment from over 20 major brands (PING, Callaway, Titleist, TaylorMade, Cobra, Srixon, Cleveland, Wilson, Bettinardi, Odyssey, Honma, Piretti, and multiple shaft manufacturers), offering over 30,000 custom combinations for fitting.

Revenue is generated through a hybrid physical retail and e-commerce model, with the shop.moderngolf.ca online store powered by Lightspeed. Streams include one-time fitting fees (C$49.99–C$189.99), private golf lesson packs (C$75–C$900), usage-based TrackMan simulator bookings (hourly and pack-based), hardware/club sales, and recurring annual Gold (C$1,049.99) and Platinum (C$1,749.99) memberships bundling simulator hours, lessons, and fittings. Ancillary revenue covers corporate event rentals for 8–75 guests, a trade-in program, custom club orders, gift cards, and an MG Fitter Approved pre-owned equipment sub-line.

Name

Modern Golf

Legal name

Modern Golf

Website

https://moderngolf.ca

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

51–100 employees

Short description

Modern Golf is a Canadian private company operating five retail/showroom locations across Toronto, Mississauga, Calgary, and Vancouver, providing custom golf club fitting, private lessons, and TrackMan indoor golf to individual golfers and corporate event clients.

Ownership category

akta.pro rank

Product category

Golf Retail and Instruction Services

NAICS

Sporting Goods Retailers (459110), Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Golf Equipment, Apparel & Pro Shop Retail (CRAMABAG)

akta.pro secondary industries

Golf Clubs & Club Fitting Retail (CRAMAGAA), Golf Courses & Golf Facilities (MPAKAEAD)

Keywords

• Custom club fitting
• Golf instruction lessons
• Indoor golf simulator
• TrackMan launch monitor
• Golf equipment retail

Headquarters

HQ city

Mississauga

HQ country

Canada

HQ region

North America

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Golf Club Fitting Services: One-time fitting sessions for various club types (driver, iron, fairway wood, hybrid, wedge, putter) at C$75-C$190 per session. Includes premium aftermarket shaft fitting and full bag fittings.
2. Golf Lessons: Private golf lessons and lesson packs (1, 3, 5, 10, 12, 50 lesson options) ranging from C$75 per lesson to C$900 for transformation packages. Includes Trackman-based instruction.
3. Indoor Golf/TrackMan Simulator: Hourly TrackMan simulator bookings (indoor golf) with pack options ranging from 5 sessions to 50 sessions, and unlimited monthly passes. Sessions up to C$75 per hour.
4. Golf Club Sales: Sale of custom golf clubs and equipment with over 30,000 combinations available from 20+ major golf brands. Trade-in program also available for customers upgrading equipment.
5. Membership Subscriptions: Gold and Platinum membership tiers offering bundled Trackman hours, lessons, fittings, and discounts on equipment. Gold at C$1,049.99, Platinum at C$1,749.99, valid for 12 months.
6. Gift Cards: Gift cards available in C$100, C$200, C$300, C$400 denominations and custom amounts for gifting golf services.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Modern Golf operates a multi-location Canadian golf retail and services platform offering custom golf club fitting (driver, iron, fairway wood, hybrid, putter, wedge, full bag) using TrackMan launch monitors and Quintic/Wellputt putting analysis, private golf instruction with TrackMan-based feedback, and indoor TrackMan simulator play. It stocks and fits equipment from 20+ major brands across more than 30,000 combinations and sells custom and pre-owned clubs through its own Lightspeed-powered online store. Five showrooms (Toronto Skymark, Downtown Toronto, Toronto East, Calgary, Vancouver) support walk-in fittings, lessons, simulator bookings, and corporate/private event hosting for groups of 8–75.

Product overview

Modern Golf is a Canadian golf retail and service company operating a multi-location platform offering three integrated service pillars: custom golf club fitting (using TrackMan technology), golf instruction/lessons, and indoor golf simulator experiences via TrackMan. The company operates five locations across Canada (Toronto Skymark, Downtown Toronto, Toronto East, Calgary, and Vancouver). The product portfolio centers on fitting services (driver, iron, fairway wood, hybrid, putter, wedge, and full bag fittings), lesson packages ranging from single sessions to 12-lesson Game Transformation programs, and TrackMan indoor golf packages (from single sessions to 50-packs and unlimited passes). Premium memberships (Gold and Platinum) bundle these services together. Ancillary offerings include the MG Putt Lab (combining Quintic and Wellputt technologies), event rental for 8-75 guests, trade-in programs, custom club orders, gift cards, and MG Fitter Approved pre-owned equipment. The online store (shop.moderngolf.ca) serves as the e-commerce platform powered by Lightspeed, enabling purchase of all services and equipment.

Differentiator

Problem solved

Functional benefit

Brands

• MG Putt Lab: Putter fitting and training facility at Toronto Skymark location featuring Quintic and Wellputt BigTilt technologies.

Products and services

• Custom Club Fitting Services Custom golf club fitting using TrackMan launch monitors to match club head, shaft, and adjustability settings to each golfer's swing characteristics. Includes single-club fittings (driver, iron, wood, hybrid, wedge, putter), premium aftermarket shaft fitting, executive full bag fittings, and the MG Putt Lab's Quintic/Wellputt-based putter fitting. Target customers are individual golfers seeking equipment optimized to their swing.
• Golf Lessons Private golf instruction delivered one-on-one by Modern Golf's expert instructors using TrackMan launch monitors for visual feedback and measurable swing analysis. Available as single lessons and packaged lesson programs (including 3-lesson Game Foundation, 5-lesson pack, 5+5 Lessons & Practice, 6-lesson Game Builder, and 12-lesson Game Transformation). Designed for individual golfers seeking data-driven skill improvement.
• Indoor Golf on TrackMan Hourly indoor TrackMan simulator rentals at all Modern Golf locations for solo play, practice, group bookings, and games. Includes high-definition simulation of iconic courses (St Andrews, Valderrama, Muirfield Village, PGA National), interactive games (Bullseye, Hit It!, Closest to the Pin, Capture the Flag), full trajectory and 3D visualization, and practice modes. For individual golfers and groups of up to four per bay.
• MG Putt Lab (Quintic + Wellputt) Advanced putter fitting and training service at the Toronto Skymark MG Putt Lab, combining Quintic high-speed camera analysis (360–1,080 frames per second tracking putter and ball through the impact zone) with the Wellputt BigTilt slope platform (0–5% gradients and Well-line projection). Includes player intake interview, current/new putter analysis, length determination, toe hang analysis, grip selection, and WellPutt drills. For individual golfers seeking data-driven putter fitting and green-reading skill development.
• Event Rental (Corporate and Private Events) Bookable event packages for corporate groups, private parties, and team-building gatherings of 8–75 people, with customizable combinations of TrackMan games, PGA-professional clinics, club fittings with certified fitters, course simulation, and equipment rentals. Includes dedicated event coordination. For corporate event planners and private party hosts.
• Membership Gold Annual membership subscription (C$1,049.99, 12-month validity) bundling 25 TrackMan hours and 6 private lessons, with access to Modern Golf facilities and services. For serious individual golfers seeking bundled recurring value.
• Membership Platinum Top-tier annual membership subscription (C$1,749.99, 12-month validity) bundling 50 TrackMan hours, 12 private lessons, 4 fitting sessions, 10% off additional equipment and services, and exclusive member event access. For premium-tier individual golfers.
• Trade-In Program Program allowing customers to apply the trade-in value of existing golf clubs toward new equipment purchases at any Modern Golf location (PXG brands excluded). For golfers upgrading their equipment.
• Custom Club Orders Custom golf club ordering service through which customers specify club type, shaft, club head, grip, and custom adjustments (e.g., length, lie angle). Builds are sourced from Modern Golf's 30,000+ combination matrix across 20+ brands. Custom orders are final sale. For individual golfers purchasing custom-built equipment.
• Gift Cards Modern Golf gift cards available in denominations of C$100, C$200, C$300, C$400, and custom amounts, delivered via email. Redeemable across Modern Golf fittings, lessons, indoor TrackMan, memberships, and equipment purchases. For gifting to friends, family, or colleagues.
• MG Fitter Approved (Pre-owned and Previous-Year Equipment) Curated selection of discounted pre-owned and previous-year golf equipment chosen by Modern Golf fitters for performance and value, sold as-is with no returns. For value-oriented golfers seeking tested equipment.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core.

• TrackMancoreTechnology or IntegrationTrackMan is the go-to launch monitor for the best players in the world. Modern Golf uses TrackMan Golf at all locations because it is the launch monitor of choice for top players. It combines advanced radar capability with high-end optics for accurate data. TrackMan's simulator features iconic courses like St Andrews, Valderrama, and Muirfield Village rendered in high-definition graphics.
• QuinticcoreTechnology or IntegrationQuintic is the world's leading putting biomechanics system used at MG Putt Lab Toronto Skymark. Uses high-speed cameras (360-1080 frames per second) to track putter and golf ball throughout impact zone for golf instruction, club fitting, and training.
• Wellputt (BigTilt)coreTechnology or IntegrationWellputt BigTilt is a complete putter fitting and training solution used at MG Putt Lab. Aids golfers in developing green reading skills and a 'Make-it-mindset' by training feel and vision on slopes with a Well-line projection system.
• LightspeedcoreTechnology or IntegrationLightspeed powers Modern Golf's online store (shop.moderngolf.ca), providing the e-commerce platform that enables online sales of fittings, lessons, indoor golf, memberships, and equipment.
• Golf Equipment Brands (PING, Callaway, Titleist, TaylorMade, Cobra, Srixon, Cleveland Golf, Wilson, Bettinardi, Odyssey, Honma, Piretti, Fujikura, Graphite Design, True Temper, Nippon, Mitsubishi, KBS, UST Mamiya, Accra Golf, Aerotech)coreChannel Partner/ Reseller/ DistributorModern Golf stocks equipment from over 20 major golf brands with over 30,000 combinations available. These are equipment suppliers that Modern Golf resells and uses for custom fitting services. The company reviews new products from boutique brands and constantly searches for new options to increase offerings in their fitting matrix.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Topgolf: Largest golf entertainment venue operator globally with proprietary ball-tracking bays, F&B, and event hosting. Comparable to Modern Golf's indoor golf and events revenue, though positioned for mass-market entertainment rather than serious golfer services.
• PGA TOUR Superstore: Large-format golf retail chain offering club fitting (with launch monitors), lessons, and equipment sales. Comparable in retail and club-fitting footprint, though operating at much larger US scale.
• Golf Galaxy: Specialty golf retail subsidiary of Dick's Sporting Goods with in-store club fitting, lessons, and equipment across the US. Comparable retail and fitting model, scaled nationally through big-box distribution.

Emerging players

• Golf Performance Center: Independent indoor golf and fitting facilities with TrackMan or Foresight simulators offering lessons, fitting, and league play. Comparable in core offering (fitting + indoor golf + lessons) at single or small-cluster scale.

Direct peers

• X-Golf: Indoor golf simulator franchise using its own X-Golf simulator hardware, offering leagues, lessons, and events. Closest pure indoor-golf competitor, though typically more entertainment-oriented than Modern Golf's premium fitting focus.
• True Spec Golf: Premium custom club fitting brand using launch monitor data and an OEM-agnostic matrix (12+ head and 30+ shaft brands). Highly comparable to Modern Golf's club fitting and custom club building service.
• Club Champion: Largest US-based custom club fitting chain with master fitters, fitting matrix across major OEMs, and in-store launch monitor technology. Directly comparable business model to Modern Golf's custom fitting and club sales offering, scaled to ~80+ US locations.
• Five Iron Golf: Indoor golf and entertainment venue chain offering TrackMan simulator bays, lessons, club fitting, and F&B. Directly comparable to Modern Golf's indoor golf and events pillar with an entertainment-first overlay.
• Golftec: Largest private golf instruction brand globally with 200+ centers, using launch monitors (Foresight) and structured lesson programs. Comparable to Modern Golf's lesson and coaching pillar, although Modern Golf also offers retail and simulators.

Regional players

• Golf Town: Canada's largest golf specialty retailer with stores across all provinces. Comparable Canadian retail footprint and equipment offering, though less focused on premium custom fitting and indoor simulators than Modern Golf.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ModernGolfCA
• YouTubeyoutube.com/moderngolfchannel
• Facebookfacebook.com/moderngolfca
• Instagraminstagram.com/moderngolfca

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Modern Golf