To build a sustainable, profitable business, it is crucial that driving ranges cater to multiple customer types, each with different motivations, visit patterns, and spending behaviours. The right customer mix helps flatten seasonal revenue dips, fills bays during quieter times, and create a destination people return to again and again.
Your revenue potential is tied to your ability to offer something relevant for everyone who walks through the door. If your venue only appeals to one customer type (ie: only golfers), you’re missing out on lucrative segments like corporate groups, families, and social players. Conversely, entertainment-first venues might overlook the high-return value of regular solo players and practice golfers.
A well-balanced customer mix allows you to:
Delivering on this strategy means building a product mix that meets the needs of diverse player profiles. From the moment they arrive, each customer should see an experience that feels relevant to them.
Single players –Often frequent and low-maintenance users, but don’t mistake that for low value. These customers are looking for a high-quality practice experience, premium balls, good mats, and a space that feels worth returning to. Keep them engaged with skill-based challenges and progress-driven modes, but also focus on creating a sense of community. Recognising and rewarding regulars turns casual visitors into loyal advocates who not only come back often but bring others with them.
Small Groups – Multiplayer formats attract higher per-session spend and drive valuable word-of-mouth, but only if the experience delivers. These customers are here to have a good time, so create an environment that encourages connection: comfortable seating, music, service to the bay, and games that cater to a range of skill levels. Whether they’re here for laughs or leadeboards, your setup should stimulate social interaction and make every visit feel like one worth repeating.
Larger groups – Targeted experiences for team building or group entertainment can unlock valuable revenue during quieter times, but they need to feel effortless for the organiser. A concierged, premium group offering removes the stress and hassle, making it easy to book and even easier to enjoy. From planning to play, the focus should be on delivering a polished, high-touch experience that feels memorable and worth repeating
Different customers show up at different times. Ranges like Clermont National have successfully evolved their offering across the day, attracting solo players and warmup golfers in the morning, social groups and corporates later in the day, and families on weekends.
If you know who shows up when, you can:
Great food and drink isn’t just an add-on, it’s a multiplier:
Every part of your venue is an opportunity, not just the bays. The goal is to create a destination where visitors come for one reason and leave with three more to return. Maybe someone visits for the golf, but ends up discovering a great bar or restaurant worth coming back for. Activating passive zones, like mini-golf or lounge areas, can engage casual or non-golfing guests and drive additional spend. Strong examples of this approach can be seen at venues like Dobson Ranch, Swing City, and World of Golf, where a single visit often turns into repeat business for entirely different reasons.
A product mix is more than a menu of products and experiences, it’s a business strategy. It shapes who comes, when they come, and how much they spend. It also shapes your brand.
From the booking journey to in-bay tech and customer communications, the product is the experience. Get this right, and your range becomes more than just a place to hit balls, it becomes a destination.
