SMART GOLF

What SMART GOLF does

SMART GOLF Co., Ltd. (株式会社SMART GOLF), founded 2020 and headquartered in Tokyo (Shibuya-ku), operates Japan's largest indoor golf practice facility chain by store count at 204 locations nationwide (self-reported December 2025), with 100+ stores concentrated in the Greater Tokyo metropolitan area. The core product is a flat-rate, subscription-based private golf booth equipped with OKonGOLF high-resolution simulator sensors and two in-booth cameras; members may practice at will, 24/7/365, and use any location nationwide on the same membership. Membership tiers range from Bronze (¥18,000/month) to Ruby (¥40,000/month), with Senior, Night, usage-based (1–3 sessions/month), and Family plan variants, plus a Business/Corporate tier (¥39,800–¥99,800/month incl. tax) that had reached 100+ enterprise clients by late 2025.

The proprietary technology layer centers on a patent-pending AI swing analysis system ("特許取得の独自システム") that ingests shot data — ball speed, head speed, spin rate, launch angle, carry distance, club path — and generates personalized corrective lesson videos tailored to each member's weaknesses, viewable via a sync-linked smartphone app. Over 100 commissioned professional coaches (PGA/USGTF-certified, including former tour players with 10,000+ lessons delivered each) deliver 60-minute one-on-one in-person and online lessons; coaches are fully commission-based, with the company netting spread on ¥4,000–¥17,000 in-person sessions and ¥1,000–¥2,000 online sessions. A separate Boost Lesson intensive package (¥198,000 for 12 sessions over 2 months) is positioned as a conversion funnel from trial to long-term subscription.

The business model blends five recurring/transactional revenue streams: (1) individual monthly subscriptions, the primary driver; (2) corporate B2B subscriptions with annual/semi-annual prepay discounts; (3) lesson commissions; (4) Boost Lesson one-time purchases; and (5) franchise fees and royalties from the FC network expansion. Distribution is hybrid: a digital self-serve funnel (website, LINE mini-app, Instagram, Facebook, YouTube, blog columns) for individual acquisition, a dedicated corporate sales team for B2B, and a franchise recruitment channel for capital-light network growth. Channel partnerships with GDO, Rakuten GORA, TaylorMade, GOLF5, NTT docomo, hacomono, and others extend member utility beyond the booth into tee-time booking, equipment discounts, and adjacent wellness.

Name

SMART GOLF

Legal name

株式会社SMART GOLF

Website

https://sma-gol.com

Company type

Private

Founded year

2020

Operating status

Operating

Short description

SMART GOLF operates Japan's largest indoor golf practice facility chain, with 204 locations offering subscription-based, 24/7 access to private simulator booths, AI-powered swing analysis, and lessons from over 100 professional coaches for individual consumers and corporate clients.

Ownership category

akta.pro rank

Product category

Indoor Golf Practice Facilities

NAICS

Golf Courses and Country Clubs (71391), Golf Courses and Country Clubs (713910)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Golf Courses & Golf Facilities (MPAKAEAD)

akta.pro secondary industries

Golf Simulators, Nets & Practice Equipment Retail (CRAMAGAI), Golf Training Aids & Swing Analytics Retail (CRAMAGAG)

Keywords

• Indoor golf facilities
• Golf simulator practice
• Golf instruction services
• Golf membership subscriptions
• Corporate golf programs

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices9 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Individual Membership Subscriptions: Core revenue driver. Monthly flat-rate subscriptions with tiered plans (Bronze through Ruby) ranging from ¥18,000–¥40,000/month (excl. tax). All-you-can-play model with 60-minute session blocks. Additional revenue from time-limited (usage-based) plans and senior/night-specific plans. Members pay per session block (1-3 blocks per day depending on plan tier).
2. Corporate Plans: B2B subscription plans (Bronze through Platinum) priced at ¥39,800–¥99,800/month (incl. tax) for 2-10 employee seats. Revenue recognized as subscription recurring from 100+ corporate clients as of late 2025. Add-on: ¥15,000/month for 3 private lessons. Discounts for semi-annual and annual pre-payment.
3. Professional Coaching Services: Commission-based model where independent contractor coaches (100+) deliver 60-minute private lessons. In-person lessons pay ¥4,000–¥17,000 per session to the company (which passes through to coaches as commission). Online lessons pay ¥1,000–¥2,000 per session. Adds per-transaction professional services revenue on top of membership subscriptions.
4. Boost Lesson Intensive Program: Flat-fee intensive program: ¥198,000 (incl. tax) for 12 sessions over 2 months. Includes facility membership, all lessons, and course debut support. One-time transaction revenue from conversion of trial members into committed long-term subscribers.
5. Franchise Fees: SMART GOLF operates a franchise (FC) model, recruiting external owners to open SMART GOLF locations. Franchise fees and ongoing royalties represent a revenue stream from the franchise network expansion.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

SMART GOLF operates a subscription-based, fully private indoor golf practice facility chain with 204 locations across Japan, providing 24/7 year-round access to individual simulator-equipped booths under tiered flat-rate monthly memberships. Members receive AI-powered swing analysis, club rental, and access to 100+ professional golf coaches for private in-person and online lessons, with the Boost Lesson intensive program available as a structured upgrade path.

Product overview

SMART GOLF operates a subscription-based, fully private indoor golf network under two main sub-brands: the standard Smart Golf ( smart golf) and the premium Smart Golf PREMIUM. The core service is access to 24/7 private golf booths equipped with golf simulators at over 204 locations across Japan, with a tiered flat-rate membership model (Bronze through Ruby, plus Senior and Night plans). Ancillary offerings include personal lesson programs (one-on-one in-store and online), the 2-month intensive Boost Lesson program, corporate benefit plans, and franchise ownership.

Differentiator

Problem solved

Functional benefit

Brands

• SMART GOLF PREMIUM: Premium tier indoor golf facilities offering enhanced amenities and services.

Products and services

• Smart Golf (Standard) Indoor Golf Facility Membership A subscription-based, fully private indoor golf practice facility membership providing 24/7 year-round access to individual simulator-equipped booths at 204+ locations across Japan. Members can practice at will using the OKonGOLF high-resolution camera simulator, receive AI-generated swing analysis, and reserve sessions via the company website or LINE app. Plans include Bronze (¥18,000/mo), Silver (¥20,000/mo), Gold (¥27,000/mo), Platinum (¥30,000/mo), Ruby (¥40,000/mo), Senior (¥10,800/mo), Night (¥10,727/mo), and usage-based tiers.
• Smart Golf PREMIUM Premium tier of Smart Golf stores offering enhanced facilities, services, and amenities. Accessible to members on higher-tier plans (Gold and above, with PREMIUM upgrades available at higher prices for Business Bronze through Platinum). Flagship PREMIUM locations operate in central Tokyo, including the Shibuya PREMIUM store.
• Boost Lesson Intensive Program (ブーストレッスン) A 2-month intensive personal lesson program priced at ¥198,000 (tax-inclusive) consisting of 12 in-person lessons plus 2 on-course lessons, plus a 2-month facility membership. Designed for beginners through mid-advanced golfers aiming to break 100, with PREMIUM store access included and a reported 92% customer satisfaction rate.
• Online and In-Person Private Lessons Pre-booked 60-minute one-on-one private lessons delivered by 100+ professional golf coaches (PGA-certified, USGTF members, and former tour players). In-person lessons at SMART GOLF stores are commission-based at ¥4,000–¥17,000 per session; online lessons via the in-store monitor are ¥1,000–¥2,000 per session. Available to individual members and as a ¥15,000/month add-on (3 lessons) for corporate plan subscribers.
• Corporate (法人) Plans Subscription plans tailored for Japanese businesses as employee benefits, team-building activities, or corporate wellness programs. Four tiered plans: Business Bronze (2–4 users, ¥39,800/mo), Business Silver (4–6 users, ¥59,800/mo), Business Gold (6–8 users, ¥79,800/mo), and Business Platinum (8–10 users, ¥99,800/mo), with PREMIUM store access upgrades available. Custom plans for 10+ employees, ¥15,000/month add-on for 3 private lessons, and semi-annual (0.5 months free) and annual (1 month free) pre-payment discounts. Over 100 corporate clients as of late 2025, including a named case study with Sojitz Labor Union (双日労働組合).
• SMART GOLF Franchise (フランチャイズ) SMART GOLF franchise ownership opportunity enabling entrepreneurs and investors to open and operate a SMART GOLF branded indoor golf facility in Japan. Provides a capital-light network expansion path, with prospective franchisees contacting via a dedicated franchise inquiry form.

Quantifiable outcome

• Score improvement from 130 to 90 in 6 months
• +6 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature4 records

Partnerships

17 partnerships are on record, tiered core, supporting and minor.

• GDO (ギア・ドア・オリジナル)coreGTM or Marketing PartnerGDO is one of Japan's largest online golf retailers and tee-time booking platforms. SMART GOLF members receive GDO shop discount coupons (up to ¥5,000 OFF) and golf course booking benefits. Partnership drives cross-promotion to active golfers.
• Rakuten GORAcoreGTM or Marketing PartnerRakuten GORA is the golf course booking service under Rakuten. SMART GOLF members receive GORA discount coupons (¥1,500 value) for golf course reservations. Partnership expands SMART GOLF's utility for members beyond the simulator.
• TaylorMadecoreTechnology or IntegrationTaylorMade is a leading golf equipment manufacturer. Listed as a partner, suggesting equipment collaboration, member discounts, or technology integration for club fitting and data analysis at SMART GOLF locations.
• GOLF5supportingGTM or Marketing PartnerGOLF5 (Alpen Group) is a major golf specialty retailer. Smart Golf members receive Alpen Points (5% back) on GOLF5 purchases when joining SMART GOLF. Cross-promotional partnership driving member benefits.
• NTT docomosupportingGTM or Marketing PartnerMajor Japanese telecommunications company. Partnership may involve co-marketing, docomo Points integration, or promotional campaigns targeting docomo's large subscriber base.
• Dr. StretchsupportingGTM or Marketing PartnerStretch-focused fitness franchise. Partnership may involve complementary wellness offerings for SMART GOLF members, cross-promotional marketing, or joint events.
• VALXsupportingGTM or Marketing PartnerGolf equipment/shaft brand by ShaftShop. Partnership for club fitting, equipment recommendations, or member benefits related to golf gear.
• IFA LeadingsupportingChannel Partner/ Reseller/ DistributorGolf course operator or booking/reservation service. Likely related to golf course partnerships or tee-time distribution.
• Jexer FITNESS CLUBsupportingGTM or Marketing PartnerFitness club chain under Ballet. Partnership targeting health-conscious consumers who overlap with the SMART GOLF target demographic.
• Tokyu Sports SystemsupportingGTM or Marketing PartnerSports facility operator under Tokyu Group. Partnership for cross-promotion to Tokyu's sports facility users and potential synergy in facility operations.
• hacomonosupportingTechnology or IntegrationSaaS POS/membership management platform for sports facilities. hacomono likely provides the reservation system, member management, and facility operations software powering SMART GOLF's 204-store network.
• STORESsupportingTechnology or IntegrationSTORES (CyberAgent) provides POS and payment infrastructure for retail operations. Likely integrated for membership payment processing and point-of-sale operations.
• Times CLUBsupportingGTM or Marketing PartnerParking operator. Partnership providing preferential parking rates or access near SMART GOLF locations for members who travel by car.
• 17LIVEminorGTM or Marketing PartnerLive streaming platform. Partnership for streaming golf content, online competitions, or virtual events with LIVE streaming components.
• 企業経営支援機構 (BizPrep)supportingGTM or Marketing PartnerBusiness management consulting firm. Partnership likely related to franchisee support, business planning, or corporate strategy services.
• Sanko Country Club (サンコーカントリークラブ)supportingGTM or Marketing PartnerGolf course operator. Partnership may offer discounted tee times, exclusive course access, or joint events for SMART GOLF members transitioning from simulator to real-course golf.
• PALM SPRINGSsupportingGTM or Marketing PartnerGolf course or resort brand. Partnership likely for member course access benefits, cross-promotion, or destination golf travel packages.

Scale indicators8 records

Recent moves10 records

Expansion highlights6 records

Direct peers

• RIZOL GOLF (ライゾルゴルフ): Japanese indoor golf membership chain focused on score-improvement coaching with simulator technology. Comparable member-tier pricing and lesson-led business model targeted at serious improvers.
• GOLFZON Japan: Korean-origin global indoor golf simulator chain operating in Japan with private booths, AI swing analysis, and tournament features. Direct competitor in the tech-enabled indoor golf subscription market.
• StepGolf (ステップゴルフ): Japan's other major indoor golf chain offering tiered monthly memberships, unlimited simulator play, and lesson programs. Most directly comparable subscription-based indoor golf operator competing head-to-head in Tokyo and regional Japanese cities.
• NextGolf (ネクストゴルフ): Japanese indoor golf chain operating private-booth simulator studios with membership subscription plans. Direct competitor in the same Japanese indoor golf subscription category.
• X-Golf Japan: Premium indoor golf simulator brand with Japan presence, offering private simulator suites with shot-tracking technology. Direct competitor in private-booth, simulator-led indoor golf.
• RIZAP GOLF (ライザップゴルフ): Premium indoor golf coaching brand from RIZAP group, offering fully private coaching + simulator membership programs at higher price points. Comparable in combining personal training with indoor simulator practice.

Others

• Trackman: Danish golf simulator and launch monitor manufacturer whose technology underpins many Japanese indoor golf studios. Indirect peer / supplier relationship - competing technology stack that some chains prefer over OKonGOLF.

Broad incumbents

• Golftec: US-based global indoor golf coaching brand combining motion-analysis technology with in-person coaching. Comparable in the AI-driven, data-led swing-improvement proposition, though focused on coaching centres vs. unlimited-practice subscription model.
• Topgolf Japan: Entertainment-focused golf driving range / tech-enabled golf venue operating in Japan with a different unit economic model (F&B + pay-per-bay). Adjacent competitor pursuing the same 'make golf more accessible' proposition with broader entertainment scope.

Regional players

• GOLF5 (Alpen Group): Major Japanese golf specialty retailer and indoor golf facility operator under Alpen Group. Comparable in operating indoor simulator facilities in Japan, primarily retail-anchored rather than subscription-pure-play.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@smart_golf_channel
• Facebookfacebook.com/SMART-GOLF-100075998957802
• Instagraminstagram.com/smartgolf.official

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 SMART GOLF