Golf Business News – Cirencester sees range of income and usage increase following Toptracer installation

Cirencester Golf Club in Gloucestershire is one of the growing number of golf courses in the UK to reap the benefits of installing Toptracer Technology on its driving range.

Before the merger, the Cotswold-based club saw a range of revenue growth between 2019 and 2023. Despite this, the club’s board recognized the need for innovation, with member engagement at the heart of its decision to bring Toptracer technology.

In doing so, Cirencester aims to transform its scope into more than just a bowling alley, focusing on creating an engaging experience that will encourage members to practice more often and stay longer.

Toptracer has already started to transform the Cirencester range. General Manager Leighton Walker described the decision as a move forward for the club: “It was an easy decision for our Board to make with the numbers and feedback from clubs already using Toptracer speaking for itself. We weren’t disappointed, and it’s incredibly rewarding when you step up to the scale and see the power and diversity of users. It’s good to be ahead of the curve!”

The Cirencester team recognizes that technology has become increasingly important in training and youth development programmes, giving members even more reason to practice between courses. James Tuck, PGA Teaching Professional in Cirencester, has first-hand experience of the Toptracer and is an advocate for its benefits. “After working with Toptracer at the club level and in the Swing Zone at The Open, I’ve seen firsthand the benefits it offers to all levels of golfers.

“At Cirencester, it provides a great tool where golfers will be more inclined to practice between courses but also increase the enjoyment factor for anyone using the Toptracer,” he added.

Since its installation, Cirencester has seen impressive results. The club projects revenue will double by the end of 2024, with annual revenue estimated at £100,000 to £110,000. Additionally, the club expects driving range usage to more than double, with between 1.3 and 1.4 million golf balls expected to be hit throughout the year. The technology has attracted a wide range of users, including juniors, beginners, and the now regular golfer.

Looking ahead, Cirencester Golf Club plans to integrate Toptracer further into its offering. Events such as visual contests and themed nights have already proven popular, and the club intends to expand these activities. The club also sees Toptracer as an important part of its future, not only for revenue growth, but for member retention and recruitment.