20231031

Upscale Indoor Golf Clubs Woo a New Generation of Social Climbers

Serial entrepreneur Michael Williamson was having lunch in Atlanta a few years ago when a friend asked if he had played golf on a simulator. “Yeah,” he said. “I have one at home. I never go to the driving range anymore.”

Memberships, too, are curated, with a vetting process to obtain diversity in membership. “We are very intentional about professions, backgrounds, age,” Williamson says, including ensuring that “over 10% of our members are women.”

EK: I prefer the outdoors, though. Simulators are the second best option to playing golf. Over 10% is still pretty low.