Five Iron Golf wants to bring its golf simulators to more venues.
The golf-and-food concept on Thursday announced the launch of Five Iron Lounge, a licensing program that will allow hotels, bars, restaurants, and other businesses to add Five Iron golf bays to their properties.
The Lounge concept will include Five Iron’s simulator technology, branding, artwork, furniture, and training, and is intended to help grow the brand into areas where a full-size Five Iron wouldn’t make sense.
Pricing will vary depending on the location, the company said.
The company’s first licensing partner is the beer brand BrewDog, which plans to install a Five Iron Lounge at its Las Vegas brewery.
It continues Five Iron’s exploration of smaller footprints. The company recently unveiled Five Iron Studio, a scaled-down format for franchisees featuring three to five simulators.
Founded in 2017 in New York City, Five Iron has differentiated itself from other food-and-games concepts by focusing on serious golfers. It offers lessons, club fittings and memberships, as well as games for all ages and skill levels.
Customers play on indoor simulators where they hit a real ball into a screen powered by Trackman technology. Food and drinks are also available.
Five Iron has grown quickly and now has more than 100 locations worldwide. Sales rose 26.8% last year and unit count increased by 35.7%, according to Technomic data.
