Aaron Goodwin, founder of Caddi Club, an indoor golf entertainment business which has four venues across London, talks to GBN about what motivated him to set up the company in 2021 and what he has learned along the way as the business looks to attract new customers and expand its footprint.
What first inspired you to start Caddi Club?
Caddi Club began with the idea of bringing a members golf club to your doorstep. Since then, we’ve expanded to include pay-and-play options to make the game even more welcoming and available to everyone.
I used to go to the driving range, hit 100 balls, take lessons, and still wonder why I wasn’t improving. I thought I was doing the right things, but I wasn’t. With data, it became obvious, there’s a big difference between what you think you’re doing and what you’re actually doing. I’d spend £90 on a lesson, then £90 at the range undoing everything I’d just learned. It ended up being a waste of time and money. Then I discovered Trackman. It was a game-changer. I realised we could build simulators, put them in accessible locations, and give people the feedback I never had.
What was your early experience with golf like before Caddi Club?
I used to play golf maybe once a year, sometimes even less. I always enjoyed it, but I had no idea what I was doing and was usually hacking around with someone else’s clubs. Still, the game appealed to me. Golf is a strange sport – if you have any hand-eye coordination, you can accidentally hit a great shot. The more you play, the more often those ‘accidents’ happen. It’s a fun journey, but I never had the chance to stay consistent. I’d play, think ‘that was great, I want to do it again’, and then a year would pass without picking up a club.
What motivates your approach to making golf more accessible and enjoyable?
I just want everyone to have fun. I once ran a LinkedIn poll asking, “What makes golf great?” People mentioned the outdoors, the exercise, and plenty of other good reasons. But for me, it’s always been about the people. What I enjoy most is being on the course with friends, laughing, joking, and sharing the experience. Yes, hitting good shots and improving your score is nice, and maybe one day I’ll manage that consistently, but the social side is what makes golf special. That’s why we’re focused on creating more competitions, bringing more people into the game, and making sure there’s something for everyone.
What do you think sets Caddi Club apart from others in the indoor golf entertaiment space?
Anything we can do to get people playing together and having a good time is what sets us apart. I’ve always said we’re golf with a bar, not a bar with golf. We want to provide what our members actually want. You can just hit balls if that’s your thing, but we also want to offer more; whether it’s a bar, a kitchen, food and drink, or a strong sense of community. We aim to give everyone what they need, from top-tier tech to great hospitality. That shift from being a members-only club to creating a more open, social environment has had a huge impact on the business and our overall mindset.
How does your model help people who are new to golf feel more comfortable getting started?
I originally set this place up to make golf more accessible, then made it members-only which, in hindsight, wasn’t very accessible at all. Opening it up to pay-and-play has changed that. Now, people like me can try it without paying a joining fee or committing upfront. You can come down a few times, get into the game, and see if it’s for you before investing in clubs or a membership. That was always my fear: spending money on equipment, joining a club, or repeatedly going to the range without really knowing what I was doing. It wasn’t boring, it was frustrating. Here, you’ve got the data and feedback to actually learn and enjoy the process.
What were the biggest challenges you faced in bringing Caddi Club to life?
The hardest part of starting Caddi Club was not having a background in golf or hospitality, so every step was new. If I were to start Caddi Club today, it would be far easier because I now know what to do, how to do it, and when to do it. Back then, it was all uncharted territory. But that’s also what made it fun. It’s easy to forget the journey, the small wins, like signing the first member. At the time, you barely celebrate because you’re already focused on the next goal. Those small wins, and the lessons that come with them, matter. And as a founder, you quickly realise how important people are.
What lessons have you learned along the way as a founder?
Getting the right people on board has been crucial. Whether it’s front of house or behind the scenes, having friendly, welcoming staff makes all the difference. We’re lucky, our team genuinely enjoys talking to members, and we get a lot of positive feedback because of that. It taught me early on how important people really are. You can have the best equipment in the world, but it’s the people who make the experience.
Another big lesson as a founder is how hard it is to be creative while running a business. I actually findI’m most creative on holiday, when I’m relaxed and my mind has space to think. I’ll wake up with ideas, listen to something inspiring, and suddenly I’m sending the team a flood of messages about new things we could try. It’s difficult to be creative when you’re short on time, money, experience, or staff. That’s why I want to lean more on the team, make sure the right people are in the right roles, so I can step back and find that creative space again. That’s the part I love, and the part I want to get back to.
How do you see the brand evolving over the next few years?
Over the next five years, Caddi Club will continue to focus on making golf more accessible. I see Caddi Club becoming a broader brand that reaches beyond indoor golf, possibly owning a golf course one day or launching other ventures that make the sport easier and more enjoyable to get into.
Caddi Club originally started with the idea of golf club leasing, and there are so many directions we can grow: home simulator installs, new services, and other ways to add value for our members.
We’re also looking at expanding what our spaces offer; gyms, recovery areas, a stronger focus on coaching, and more learning content through YouTube and our member portals. We’re even building our own booking system. It’s clear that the future isn’t just indoor golf clubs; it’s a full ecosystem built around helping people enjoy the game.
Ultimately, I want Caddi Club to be a brand that supports as many golfers as possible. For me, success is simple: great feedback. A five-star Google review, a positive conversation with a member, or hearing that someone has returned to golf after years away because of us – that’s what I love most.
For more details, visit www.caddi.club