What the PGA Show and BTME Revealed About the Future of Driving Range Operations
The market is moving
Each year, the PGA Show and BTME provide a valuable snapshot of where the industry is heading. While new products and innovations naturally attract new attention, the broader operational trends often reveal the most significant shifts in how facilities will be designed, managed and experienced in the coming years.
This year’s events reinforced a clear message…
Modern driving ranges are rapidly evolving into fully-integrated, technology driven environments where automation, data and customer convenience are becoming fundamental to both player experience and commercial sustainability.
Continued Rise of automation
One of the most consistent themes across the exhibition floor was the growing demand for automation within golf facilities. Operators are increasingly looking for ways to streamline daily operations, reduce labor requirements and maintain consistent service standards.
No longer viewed as a premium add-on, automation is quickly becoming a core requirement to remain competitive and scalable in today’s market.
From automated ball collection, management and distribution, to intelligent booking and access systems, facilities are moving away from labour-intensity, towards infrastructure that works continuously in the background.
Seamless Player Journeys Are Now Expected
Another key takeaway from the PGA Show was the industry-wide focus on removing friction from the player journey. Golfers increasingly expect practice facilities to offer the same level of convenience found across other leisure and entertainment sectors.
This includes:
• Simple digital booking systems
• Cashless and contactless payment options
• Integrated access and session activation
•Instant performance feedback
Facilities that successfully combine these elements create a smoother, more rewarding experience for players while also improving throughput, operational efficiency and revenue growth.
Payment Technology is Becoming Part of Range Infrastructure
At this year’s shows, we launched our latest product: Range Servant Pay powered by Sweetspot. Using our Ultima ball dispenser pay window to showcase interface and the payment journey, we explained exactly how Range Servant Pay is defining the connected driving range experience, with one supplier and one operational network across the whole range.
Historically, payment systems were treated as separate from driving range operations, but they are fast becoming fully integrated into the facility ecosystem. This level of integration not only improves convenience for players but also provides operators with valuable data insights, improved revenue tracking and simplified site management.
Data-Driven Practice and Entertainment
Technology innovation across this year’s trade shows also highlighted the continued growth of performance tracking and entertainment-driven practice. Players increasingly expect access to measurable performance data, interactive games and engaging training tools.
These technologies are helping sites attract a broader audience, from experienced golfers seeking performance improvement to new participants discovering the game through social and entertainment-led formats. Importantly, this shift is also influencing facility design, underpinned by scalable, future-ready infrastructure to support demand and sustainable growth.
The continued shift towards compact ranges, indoor experiences and multi-revenue zones was also a hot topic. Operators are capitalising on a growing market with smaller footprints, year-round revenue potential and broad visitor appeal, whilst by-passing land acquisition costs and additional outlay.
Supporting Low-Staff and Flexible Operating Models
As operational costs, staffing challenges and land value continue to affect leisure businesses, many facilities are exploring low-staff, partially unmanned operating models. The PGA Show demonstrated how integrated technology platforms and automation are making this approach increasingly viable.
By combining automated ball management systems, digital booking platforms and integrated payment technology, sites can maintain consistent service levels while operating with reduced on-site staffing. This flexibility has unlocked a new era of driving ranges, and allows operators to extend opening hours, improve operational efficiency, increase accessibility and change the traditional driving range format.
A More Connected Future for Driving Ranges
As operational costs, staffing challenges and land value continue to affect leisure businesses, many facilities are exploring low-staff, partially unmanned operating models. The PGA Show demonstrated how integrated technology platforms and automation are making this approach increasingly viable.
We look forward to building on these takeaways, and continuing to support driving ranges of all sizes run smarter, stronger and more profitable in the seasons ahead.
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