STEPGOLF

What STEPGOLF does

STEPGOLF (legal name: ステップ golf株式会社 / StepGolf Inc.) operates a chain of indoor golf schools across Japan on a flat-rate subscription model. Founded in 2012 and headquartered in Japan, the company runs 160 stores with 831 hitting bays nationwide and claims the largest indoor golf school footprint in the country. Each location offers unlimited practice and lesson access during scheduled time slots for a fixed monthly fee ranging from ¥4,980 (weekday daytime) to ¥11,980 (all-day including weekends), with optional self-practice add-ons at ¥1,480–¥1,980/month.

The product portfolio is tiered across four formats — StepGolf (base), StepGolf Plus (standard), STEPGOLF EXtra (mid-tier), and STEPGOLF PREMIUM (luxury at locations such as Ginza Yurakucho and Minami-Aoyama) — supported by the proprietary 12-lesson beginner curriculum (基礎12ファストカリキュラム), 50+ monthly off-site course lessons with shuttle service, the Green Jacket equipment retail sub-brand, and 365-day operation at station-adjacent locations. Core training technology consists of SkyTrak Launch Monitors (ball tracking measuring distance, trajectory, spin, launch angle) and the Swing Navi Video Analysis System; clubs and shoes are rented free of charge. The company also operates a franchise program enabling third-party store operators to expand the network under the StepGolf brand.

STEPGOLF's go-to-market is direct-to-consumer, with free trial lessons as the primary acquisition channel, and subscription conversion into month-to-month plans. Members are individual consumers — approximately 30% are beginners, ~40% are women (of whom 67% are new to golf), and the remainder are recreational golfers seeking score improvement. The customer base totals 108,887 cumulative members since founding. The company is private, with no disclosed funding rounds, ownership structure, or financial statements. Leadership comprises Takayoshi Enomoto as Representative Director and CEO, with Kazuyoshi Kuno as Executive Vice President. STEPGOLF generates revenue through subscription fees, course-lesson fees, self-practice add-on subscriptions, franchise/licensing fees, and ancillary equipment retail.

Name

STEPGOLF

Legal name

ステップ golf株式会社 (StepGolf Inc.)

Website

https://stepgolf.co.jp

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

STEPGOLF is Japan's largest indoor golf school chain, operating 160 stores with 831 hitting bays on a flat-rate monthly subscription model serving beginner through advanced recreational golfers across all eight Japanese regions.

Ownership category

akta.pro rank

Product category

Indoor Golf Schools

NAICS

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 schools
• Golf instruction services
• Golf practice facilities
• Golf coaching subscriptions
• Franchise golf schools

Headquarters

HQ city

Tokio

HQ country

Japan

HQ region

Asia

Offices13 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Monthly Subscription - Lesson Courses: Recurring monthly subscription fees for unlimited lesson access during scheduled lesson times. Multiple tiered plans based on time slots (weekday daytime, weekday evening, all-day including weekends). No hitting bay fees or ball charges.
2. Self-Practice (Self-Time) Options: Optional add-on for 24-hour self-practice access outside of lesson hours at additional monthly cost.
3. Course Lessons: Additional fee-based field course lessons where instructors accompany members to actual golf courses for practical training. Over 50 events monthly.
4. Franchise Revenue: Franchise fees from individual store operators under the StepGolf brand.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

STEPGOLF operates a chain of indoor golf schools across Japan on a flat-rate monthly subscription model, offering unlimited practice and lesson access at station-adjacent facilities equipped with SkyTrak launch monitors and Swing Navi video analysis. The company runs four sub-brand formats (StepGolf, StepGolf Plus, STEPGOLF EXtra, STEPGOLF PREMIUM) at 160 locations with 831 hitting bays and 108,887 cumulative members, complemented by off-site course lessons and a franchise network for rapid expansion.

Product overview

STEPGOLF is a multi-tiered indoor golf school chain operating on a fixed-fee subscription model. The portfolio consists of four distinct tiers: ステップ golf（the base tier from ¥4,980/month）as the entry point, ステップ golfプラス（the standard tier from ¥5,980/month）as the core offering, STEPGOLF EXtra（the enhanced mid-tier with ball trajectory measurement and video analysis from ¥6,980/month）, and STEPGOLF PREMIUM（the luxury tier at premium locations such as Ginza and Minami-Aoyama）. Supporting these tiers are Green Jacket（a golf equipment retail sub-brand）, コースレッスン（off-site course lessons held 50+ times monthly with free shuttle and accommodation options）, the 基礎12ファーストカリキュラム（a 12-lesson beginner curriculum leading to course debut）, and セルフタイム（self-practice hours for independent use of facilities）. With 160 stores, 831 bays, and 108,887 cumulative members, the platform offers a complete ecosystem from beginner training through course experience.

Differentiator

Problem solved

Functional benefit

Brands

• ステップ golf (StepGolf): Standard indoor golf school with fixed-rate pricing starting at 4,980 yen per month
• ステップ golfプラス (StepGolf Plus)
• STEPGOLF EXtra
• STEPGOLF PREMIUM

Products and services

• ステップゴルフ (StepGolf) Standard indoor golf school offering unlimited practice and lessons at a fixed monthly rate starting from 4,980 yen, with swing analysis equipment and certified coaches for individual consumers across Japan.
• ステップゴルフ プラス (StepGolf Plus) Standard-tier indoor golf school offering unlimited practice and lessons at a fixed monthly rate, with enhanced facilities and extended operating hours for individual consumers.
• STEPGOLF EXtra Mid-tier indoor golf school with premium facilities and ball trajectory measurement (弾道測定器) plus video analysis equipment, positioned at urban locations for individual consumers seeking enhanced analytics.
• STEPGOLF PREMIUM Premium-tier indoor golf experience offering luxury facilities, club fitting services, and high-end coaching at exclusive locations such as Ginza Yurakucho and Minami-Aoyama for affluent individual consumers.
• グリーンジャケット (Green Jacket) Golf equipment retail brand under the StepGolf umbrella, offering club fitting services and golf merchandise at select store locations for individual consumers.
• コースレッスン (Course Lessons) Off-site golf course lessons held 50+ times monthly where instructors accompany members to actual golf courses for practical on-course training, including free shuttle service and overnight accommodation packages for individual members.

Quantifiable outcome

• Members achieve course debut through structured 12-lesson beginner curriculum
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• DAZNminorGTM or Marketing PartnerDistribution partnership for THE STEPGOLF multimedia content show aired on DAZN and YouTube platform

Scale indicators4 records

Recent moves8 records

Expansion highlights4 records

Direct peers

• GOLFTEC: US-based indoor golf instruction chain using swing analytics and certified coaches; directly comparable to STEPGOLF's coach-led, technology-enabled lesson model though serving a different geography.
• X-Golf: Global indoor golf simulator and instruction chain; competes with STEPGOLF on subscription access to hitting bays, swing analysis technology, and beginner-friendly instruction in a fixed-fee format.
• GolfZon: South Korean indoor golf simulator chain and global indoor golf leader; competes directly with STEPGOLF on subscription-based indoor golf, simulator-based practice, and franchise-driven store rollout across Asia.

Regional players

• SMARTCADDY: Japanese indoor golf school chain; competes with STEPGOLF on subscription-format indoor golf instruction targeting Japanese consumers.
• Golf Digest Reserve (GDR): Japanese indoor golf school chain and direct competitor to STEPGOLF; offers similar subscription-based indoor golf lessons in Japan with comparable store-count ambitions.
• KONICA MINOLTA GOLF: Japanese indoor golf and golf-tech brand leveraging Konica Minolta's imaging technology; overlaps with STEPGOLF on indoor simulator-based practice and swing analysis in the Japanese market.

Broad incumbents

• PGM (Pacific Golf Management): Japan's largest golf course operator; overlaps with STEPGOLF on golf course lessons and Japanese consumer golf market, but operates outdoor courses and broader golf facility services.
• Accordia Golf: Major Japanese golf course and country club operator; comparable to STEPGOLF as a Japanese golf services platform serving recreational golfers, but focused on course ownership rather than indoor instruction.
• BRIDGESTONE GOLF: Major Japanese golf equipment and lesson services provider; overlaps with STEPGOLF on Japanese golf consumer market, equipment retail (StepGolf's Green Jacket sub-brand competes here), and beginner golf instruction.

Emerging players

• Toptracer: Ball-tracking and swing analytics technology provider used in driving ranges and golf entertainment; STEPGOLF uses similar launch monitor technology (SkyTrak) and Toptracer represents an alternative supplier or adjacent competitor in tech-enabled practice.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/stepgolf_pre.ginza.yurakucho

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 STEPGOLF