The Transformation of Indoor Golf: From Rental Spaces to Community Experiences

In the evolving landscape of indoor golf, SMART GOLF is making significant strides to redefine how golfing is perceived and experienced. This leading indoor golf facility operator in Japan boasts close to 160 locations and has adopted a growth strategy that emphasizes improving customer experience through community engagement and technological advancements. As the indoor golf market approaches a critical juncture, SMART GOLF has prioritized a strategy centered around 'Customer Experience (CX)' that merges the efficiency of unmanned operations with authentic human interaction.

The Shift from Individualism to Community

Previously, success in the indoor golf industry hinged predominantly on offering high-quality equipment such as advanced simulators. However, with market maturity, simply renting out space has become insufficient for ensuring continuous growth and satisfaction among members. Recognizing this shift, SMART GOLF resolved to strengthen real-life events that create a sense of community among golfers, thus evolving the practice space into a 'third place' where serious improvement can occur.

Realizing Member Engagement in 2025

SMART GOLF’s 2025 strategic execution focuses on delivering three core experience values tailored to different member phases:

1. Practical Value: Bridging Indoor Practice to Real-World Application
- Recognizing the necessity for members to translate their practice results into real golf scenarios, SMART GOLF organized opportunities to apply skills learned within simulators on actual golf courses. A notable initiative involved a collaboration with renowned coach Marius Philmarter, who provided direct instruction on the course, showcasing world-class methods in real-time.
- Members celebrated successes in various challenges, like the '100-cut and Best-cut Challenge Cup' held at Sankou Country Club, marking significant accomplishments and encouraging a transition from being 'range golfers' to well-rounded players.
- Various events catered to member preferences, including women's competitions and night tournaments, all aimed at fostering community engagement regardless of weather interruptions.

2. Personalized Optimization: Specialized Instruction Beyond Uniform Lessons
- Instead of relying on generic teachings, SMART GOLF has implemented a specialized approach tailored to individual member challenges. This includes rotating expert coaches offering focused lessons, whether on putting or driver techniques, available at multiple locations.
- Experienced coaches actively support club fitting based on performance data rather than guesswork, ensuring members select the best equipment for their unique game.

3. Expansive Opportunities: Strengthening Communities Across Generations
- By establishing corporate event programs and junior training sessions, SMART GOLF promotes golf as a vehicle for organizational health improvement and youth development. Overwhelming responses to corporate lessons at facilities like the Nishiazabu store illustrated a substantial interest in such initiatives.

Looking Ahead: Making Indoor Golf a Thriving Community Hub

As SMART GOLF steps into 2026, it continues to push boundaries as an industry leader, committed to creating 'heated' environments where members feel a sense of growth and connection. Building upon the positive feedback from past competitions and events, SMART GOLF will further enhance opportunities for members to experience their development alongside fellow golf enthusiasts.

About SMART GOLF

SMART GOLF offers a subscription-based, fully member-oriented indoor golfing experience, operating predominantly in Tokyo and the surrounding prefectures with 169 locations as of January 2026. These facilities are accessible 24/7 (excluding some locations) and provide a range of services from rental clubs to secure environments, ensuring a beneficial experience for beginners and seasoned players alike through personalized coaching.