The Back Nine® Golf is revolutionizing the game of golf with its golf simulator franchise model. When golfers aren’t able to make it to the golf course or are looking for a place to perfect their swing, the company offers 24/7 access to its golf bays that members can reserve through the app. By Kelsi Trinidad
Using Research to Sharpen Strategy
The Back Nine® Golf is revolutionizing the game of golf with its golf simulator franchise model. When golfers aren’t able to make it to the golf course or are looking for a place to perfect their swing, the company offers 24/7 access to its golf bays that members can reserve through the app.
Since its founding in 2021, The Back Nine Golf has seen rapid growth in franchising. Now, it’s working hard to create a solid infrastructure for the new influx of sold franchises while deepening its knowledge of its members and their demographics.
This initiative breaks down The Back Nine Golf’s customer base into categories, including newcomers trying their hand at golf, busy golfers who want to squeeze in a game on their own time and experts or heavy users who are improving their game for the course. The franchise model is aimed at making golf more accessible to all levels of play and has created opportunities for newcomers and older members to fall in love with the sport.
“We’re very much golfers at heart,” said Curtis Reed, chief marketing officer. “So I think the more we can understand about who’s coming into golf, the better we can serve not only our members but also our franchisees.”
Through its research, The Back Nine Golf has compiled avatars representing different member demographics. These avatars include the seasoned golfer, the all-weather golfer, the social golfer, corporate teams, youth programs and women. By studying these groups, the company hopes to broaden its understanding of the effects of golf and who it is attracting.
“Because of that, we’re creating new and exciting things like partnerships to make the golf game more enhanced and tournaments better,” Reed said.
By pinpointing a franchise’s customer base, the corporate team can create customized marketing plans for segmented audiences, introducing offers that appeal to specific demographics and generate excitement about membership. This also provides a clearer picture of valuable performance indicators.
“The aspects of golf are changing,” Reed said. “It’s gamifying itself, and people who maybe didn’t see an avenue to it before are now considering it. Everyone from the millennials to those in our elderly crowd, and there’s those who are already heavy into it, but now they find just the ability to kind of come for lunch hour and do something different with The Back Nine.”
The Back Nine Golf was born from the true love of golf, and its franchisees are bringing that love to a wider audience.
“We want to dot the landscape with potential franchisees, but our main goal is still the same, and that is to either introduce golf to those who don’t know about it or to make good golfers better,” Reed said.
Kelsi Trinidad