For many people, golf has lived in two separate worlds: a leisure activity on one side and a serious sport on the other. However, today’s wellness landscape is closing that divide. People want movement that feels good, improves performance and fits naturally into their lives. They want community, measurable progress and entry points into activities they’ve always been curious about but never knew how to begin. That broader shift is exactly where Tee Box has found its footing. By Tamara Rahoumi
From Leisure to Performance
For many people, golf has lived in two separate worlds: a leisure activity on one side and a serious sport on the other. However, today’s wellness landscape is closing that divide. People want movement that feels good, improves performance and fits naturally into their lives. They want community, measurable progress and entry points into activities they’ve always been curious about but never knew how to begin. That broader shift is exactly where Tee Box has found its footing.
Founded in 2021, Tee Box emerged from a very real gap in the golf world. Founder Preston Unck, who had spent his life playing sports with clear coaching and development paths, realized that golf didn’t offer the same accessible roadmap.
“With golf, it was a little bit more unattainable,” said Chloe Bennett, vice president of franchise development. “You’d have to hire a swing coach, go to a country club and sign up, and that’s really expensive as is.”
Tee Box was built to change that. It brings together the precision of athletic training and the approachability of a modern fitness studio. New members begin with a Titleist Performance Institute (TPI) assessment that evaluates strength, flexibility, mobility and limitations. That information is paired with TrackMan technology, originally built to track missiles for military use, and Sportsbox AI, which maps the body in 3D and analyzes swing mechanics with pro-level detail.
“In 15 minutes, we’re able to give you a customized program to get better at the game of golf,” Bennett said.
From there, members can track their mobility gains, swing data and overall improvement right in the Tee Box app. For many, the benefits go far beyond golf. Bennett points to the company’s CFO, who lost about 70 pounds simply by embracing the workouts and environment.
“He feels the best he’s felt in a really long time,” she said, adding that for some, Tee Box becomes a pathway to feeling stronger, more confident and more capable in everyday life.
That desire for confidence is another driver behind the brand’s appeal. Not everyone starts at Tee Box to compete; some want to feel better prepared for business outings or social rounds. Some are beginners who’ve always been curious about golf but needed an entry point that wasn’t intimidating. Tee Box meets each of them where they are, whether they’re kids learning to hold a club, high school athletes preparing for tryouts, adults building consistency or professionals hoping to show up more confidently on the course.
As Bennett puts it, members “are meeting like-minded individuals who want to get better at something.”
Wellness today isn’t just physical; it’s social. Tee Box’s member events and spotlight stories bring people together around shared progress and milestones, making the space as much about belonging as it is about training. Community is woven into all of it.
“We’re not a simulator brand,” Bennett explained. “We are a golf training facility.”
In a landscape where people want purpose, progress and community, Tee Box offers a concept with staying power – one that positions franchise owners at the center of where both golf and wellness are headed.
Tamara Rahoumi