Golf and leisure brand TopGolf is set for further expansion following a merger of the UK and US divisions on 19th December 2006.
The first TopGolf UK site was opened in Watford, Hertfordshire in November 2000 and further openings followed in Chigwell, Essex and Addlestone, Surrey – all well within the area of Greater London. The first US site – in Alexandria, Virginia – opened in July 2005.
It is anticipated the roll out of the concept will gather pace with new sites planned to open in Dallas, Chicago and the UK in 2007.
“Combining experience from both sides of the Atlantic will bring huge benefits to the business and allow us to develop a truly global brand”, explained Peter Allport, who will head up the UK operation. He was originally commercial director of World Golf Systems Group plc and in that capacity was responsible for developing the Watford site.
TopGolf is a unique leisure experience. Patented technology allows golf balls with inserted microchips to be tracked as they are hit out from a state of the art driving range. This allows players to know exactly how far they have hit the ball. Points are scored for each ball landing in one of eleven large targets, creating a fun and competitive game and making TopGolf a hit with all ages and levels of experience. The game can also be likened to ten-pin bowling and the game centres have the atmosphere of a family entertainment venue.
The game is highly addictive. Watford alone receives over 200,000 customer each year. It has great appeal for youngsters and over 20% of players are under 16.
The combined company is now owned by GEI (Golf Entertainment International) Ltd, and is funded by private equity in the UK and US.
TopGolf Group www.topgolf.co.uk