How Topgolf Led to Atomic Golf, Almost 24 Years Later!
Did you know over 30 million people visit Topgolf venues every year? That’s enough to fill the entire state of New York! Topgolf has changed the game for over 24 years. It’s not just a brand; it’s a movement. Now here we come building a brand, Atomic Golf, going against this eight hundred pound gorilla. Let me explain a little more so you can see why some people think I’m crazy, and some people think we have a shot to do something special.
First, people usually ask me, “How did you get involved in golf?” and also “Why in Las Vegas?“. My response is always, it’s Las Vegas, how could I say no? The golf part is a little bit more thought out. I’m not a golfer, not even a little bit, but I always loved Topgolf.
Not for the golf, but for the chocolate filled donuts! Yes, the food is what made me fall in love with the brand. I almost never actually golfed, just came for the food and fun atmosphere. I always wanted to start a Topgolf location but after numerous emails to everyone I could find published on the internet, I found they only do franchising outside of the U.S.. So when the opportunity to get into golf entertainment came up, I jumped at it!
That is how Atomic Golf was born! After four years of talking about how to do something special, designing and redesigning, building and redesigning while building, Atomic Golf was officially born on March 22, 2024!
Not to bore you with all the details, but I was obsessed about how to make this different. I could hear all the critics already saying, “This is just another Topgolf ripoff”. I looked at making the first ever Golf Ball Cannon, LED floor in a nightclub, Lasers in the field, and the biggest golf tee pillars in the world!
We accomplished all of this and even though 95% of people who walk through our door say “Wow, this is nothing like Topgolf”, I still get people who say “It’s just another Topgolf”. To be honest, the pride in me wants to say “F*** OFF” but then I sit there and say, those are the people that made this possible.
They are the reason that Atomic Golf was born, because I want to prove to people we can raise the bar, even though Topgolf has already done something amazing. Topgolf being an amazing brand doesn’t mean Atomic Golf isn’t, or that we are just copying them. If this were true then every car company that makes a vehicle with four wheels is a copycat.
Or every hotel that offers rooms for short term stays should just stop innovating. Atomic Golf is an innovation company, not a golf entertainment company. Golf and entertainment just happen to be the vehicle of our innovation.
Key Takeaways
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Topgolf’s vast popularity has transformed the golf experience for millions. More people are likely to know Topgolf than the PGA.
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Atomic Golf represents the innovation that is still yet to come. If you don’t innovate, you die! Both brands emphasize fun, interaction, and technology integration, but with some twists.
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Atomic Golf will accelerate growth around the game because of its less-golf atmosphere.
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The journey from Topgolf to Atomic Golf showcases innovation in the sport and the customer’s evolving needs.
The Rise of Topgolf: An Innovative Concept
Topgolf was founded in England in 2000 by two brothers, both avid golfers, who wanted a way to improve their game. They designed and patented technology that allowed an RFID chip to be placed inside a golf ball. It took some time for the concept to be adopted and get all the bugs out. Speaking from experience, opening up a golf entertainment venue like Topgolf is one of the hardest businesses out there. It’s a very complex build that is exposed to the elements (wind, sun, rain and more!). Now add entertainment, restaurant, and bar to the equation, it’s like all the most likely businesses to go bankrupt all in one roof. It took them a few venues to get it figured out, but thankfully they did because it was the start of what we call, “Eatertainment”.
What is Topgolf?
Most people think Topgolf is just about golf, it really isn’t. Sure that’s the theme that people can easily identify with, but for people like me, it had nothing to do with golf. What Topgolf figured out was that people wanted the experience. They wanted something that was, as they call it today, “Instagram Worthy”. That is what Topgolf really is: an experience. That’s what people pay for.
The Concept Behind the Success
Topgolf really gained popularity around 2007. The first few venues struggled, but that all changed when they focused on becoming a social entertainment venue, and not just a high tech driving range. When they figured out what worked, it was off to the races. “We’re not in the golf business..or..OK. We are, but we’re really in the hospitality business.” says Ken May, 54, the Topgolf CEO. He was the chief executive who presided over the merger of FedEx and Kinko’s, and joined Topgolf in 2013. “I opened 500 FedEx Kinko’s. I know how to open a lot of boxes,” he says, “and that’s what we’re doing here.”
Expansion and Popularity
Topgolf has grown fast, with many locations worldwide. Each spot offers a unique experience, keeping the fun alive. Its innovative approach and great experiences have made it the brand that people think about when any other concept comes around. Topgolf has now passed over 100 locations worldwide, which is a feat that is nothing short of incredible. Topgolf Las Vegas was one of the locations they opened thinking there was no way it was going to make money. They really opened it to be a loss leader for the brand, but it turned out to be one of it’s best locations because of its ability to serve the tourist and convention traffic of Las Vegas.
How Topgolf Changed The Experience
Topgolf has changed the way we think about the concept of “going out to eat”. There are so many new concepts that have come about over the years that all stem from what Topgolf started. Some golf, but some that just revolve around a physical activity. The one that comes to mind is the pickleball phenomenon. Without Topgolf, a lot of those brands would have more than likely never been born. Topgolf proved to the business world that you can make a concept like this that is not only popular, but can make serious money with.
A New Generation of Golfers
Now, what does that mean for the game of golf? It means that people who would have never picked up a golf club a day in their life are now playing the sport. Instead of potentially connecting it to a “boring” tournament on TV, they think of it as a great social activity. This means more people are interested in the game of golf, which is a major positive for the growth of that sport and anything around it. About 30 million people visited a Topgolf location in 2024. A vast majority of that 30 million consider themselves nongolfers. That is a lot of new faces for a sport that has had historically declining interest.
Technology Integration in Golf
One of the main things Topgolf stands out for in the mind of the consumer is how they gamified the sport of golf. Of course golf was already a game so why do I call it the gamification of golf? Topgolf took golf and made it closer to a real life PlayStation or Xbox game. When I was younger, I couldn’t tell you every PGA tour event in a year, but I could tell you every game being released on every game console, and that holds true for a lot of people. The technology Topgolf uses is pretty simple. They embed a RFID chip in the golf ball, and when that ball goes into one of their targets, the RFID reader scans the ball and sends the signal back to the game. And that is how Topgolf then visually projects that to the player, assigning a score to the shot. Simple enough, right? Well that’s what took them from just a boring golf range to a “high tech” experience.
The Transition from Topgolf to Atomic Golf
Atomic Golf was created because we saw a gap. Not only is there really no large competitor in the market, but Topgolf has seemed to focus less on their quality of food and less on communities outside of the golf world. Think about it. What industry can you name that doesn’t have top clear competitors? Uber and Lyft, Coke and Pepsi, even Apple and Samsung, and the list can go on for miles. We believe Atomic Golf is the second to come to this market and be the competitor. We might not have the luxury of being first, but we do have the luxury of being new, nimble and exciting. That is why Atomic Golf was born in Las Vegas!
The Vision Behind Atomic Golf
My vision in creating Atomic Golf was to create something that is different from the alternatives out there. We wanted to come in and build something special. We know this isn’t going to happen overnight, even Topgolf didn’t get it right the first, second, or even third time, so we have to make sure that we continue to grow and adapt while keeping our values close.
Atomic Golf is the venue and brand that is different, going against the grain. It’s no surprise that we started with a butterknife in this shoot out, it’s hard to go against a brand with over 20 years of brand equity and more money in their marketing budget then we do for a whole year of sales, but if we are precise and disciplined we will continue to plant our place in the market.
Key Features of Atomic Golf
Atomic Golf had the benefit of looking at what our competitors were doing or not doing, and seeing how we could do it better. Stunning Environments: Our themed spaces are perfect for any event and make you feel like you’re anywhere but a golf course. Our Menu: We didn’t just think of speed, we thought about quality. We designed a one of a kind kitchen, not found anywhere else in the United States. That says a lot considering we are in one of the best food towns, Las Vegas.
Activities: Outside of golfing, you can watch a game on our 50ft big screens, drink and party in our Cosmic nightclub, or just come out with the family and hangout in our Astrocade playing free yard games. Atomic Golf was built because of Topgolf, but not to copy it.
A Comparison Between Topgolf and Atomic Golf
Both Topgolf and Atomic Golf might be in Las Vegas, but we are not the same product. We were built to be something different, which is why the things we built at Atomic Golf Las Vegas will never be built again at any other Atomic Golf. We might have “golf” in our name like Topgolf, but we are far from just golf.
Similarities in Experience
Topgolf and Atomic Golf only share one thing; at both locations, you can play golf. The experience in everything, including the golf, is completely different. I don’t want to say we are better, we just feel like we bring a different experience and angle to the equation. Our focus is on entertainment and hospitality, which is why we say we are not golf entertainment, we are entertainment with golf.
Differences in Technology and Gameplay
To the customer, the technology might be the same, it’s a golf ball being tracked that puts a visual on a screen. But for the nerds or those who care, we actually do this quite differently. Atomic Golf uses Trackman technology, which is radar based, to track golf balls whether they go into a hole or not. Atomic Golf actually doesn’t have any physical holes in its driving range, there are just flat targets. The difference and what excites us about this flexibility, is that we can gamify the entire course without the need for stale or static targets. As we continue to develop our gaming library this will be helpful. For instance we were able to develop a game called Territory, which is not bound by any physical target, but the surrounding areas of the target.
Pricing and Accessibility
Another reason we wanted to develop Atomic Golf was the price to play. Topgolf over the years has been criticized for its price increase. What used to be relatively inexpensive has now become a thousand dollar night out for a group if you are not careful. Atomic allows for a group of eight people to rent a bay for $60/hour total on weekdays and $80/hour on weekends. That’s as low as $7.50 a person/hour, with no food and beverage minimum, unlike Topgolf.
The Future of Golfing: Trends and Innovations
The future of golf is changing fast! Imagine virtual reality golf where you swing in a digital world, wearing comfy pants. Technology is making golf more fun for everyone, from serious players to casual fans. Atomic Golf leads this change, blending tech with excitement. What’s next for golf? Automated caddies might offer snacks and advice. New games will make golf more interactive, making everyone feel part of the action. The best golf experience now includes fun, laughter, and lasting memories. Community is key in golf’s future and Atomic Golf is creating places where people connect. Imagine spots where golfers and newcomers come together, fostering friendship and inclusivity. Golf is becoming a lively social activity, not just a game. So, get ready for a future filled with fun and connection!
