When Topgolf meets the Soho House

As anyone who’s watched Caddyshack can tell you – upscale country clubs aren’t very accessible, with some boasting waiting lists of five- to- seven- years and an initiation fee in the six figures.

This has created a so-called “gap in golf,” according to Michael Williamson, co-founder of the Intown Golf Club – which is attempting to bridge the divide between these upscale country clubs and entertainment venues like Topgolf.

The Intown Golf Club seeks to be just like a traditional country club, only indoors. The club – which has locations in Atlanta and Charlotte and plans to open locations in Philly and Columbus (Ohio) next year – charges membership fees and mimics its traditional counterparts with features like a head pro, a pro shop with Intown-branded merchandise, a caddie program, and even a steam room.

But, unlike a traditional country club, there’s no golf course. Instead, each location features several simulator bays that can hold 15 people, as well as an upscale restaurant and bar.

📸 Big picture: Intown isn’t the only brand going after this emerging market, which is being driven by new golfers and high demand for indoor simulators.

• T-Squared Social, a Tiger Woods-backed restaurant and bar that opened in Midtown Manhattan in September, also has an indoor golf emphasis but not a golf focus.
• Golfzon, which has more than 6,200 simulator locations in 62 countries, is also expanding its North American footprint with a similar concept.