Urban Golf, the first indoor golf venue in the UK, is set to take the indoor golf market to new heights as it celebrates 20 years of operation. From its humble beginnings in 2004, the company aims to expand its footprint across every major UK city, riding the wave of a rapidly growing market valued at $1.3 billion in 2023.
Founder and CEO James Day is confident that “off-course golf” is on the verge of a major boom, with indoor golf facilities expected to grow substantially in the coming years. He believes the launch of the tech-led indoor golf league TGL Golf, founded by Tiger Woods and Rory McIlroy, will further accelerate this trend.
A Vision for the Future of Indoor Golf
James Day, a former accredited tour professional, has long been at the forefront of indoor golf innovation. Reflecting on the early days of Urban Golf, Day admits that the company’s initial launch was ahead of its time. When the first simulator opened in Soho, London, there was no signage—only a black door and a buzzer. Yet, despite these early challenges, Urban Golf has proven to be a pioneer in the field.
“It’s an exciting time to be involved in indoor golf,” Day says. “As long as we continue developing sustainable business models, I’m confident that indoor golf will become a major part of the UK’s leisure scene in the next decade.”
Advancing Golf Technology
Urban Golf has always been committed to pushing the boundaries of technology. In its early years, the company embraced first-generation infrared sensors for tracking ball movement. However, as the indoor golf industry evolved, Day helped lead the transition to more sophisticated technology.
In the 2000s, radar tracking systems, which measured ball flight rather than club movement, became the standard for simulators. Day recalls the significant impact this had on the accuracy and realism of the experience. “It made a huge difference, as it provided a much more precise read of how far the ball was traveling,” he says.
Today, the company uses cutting-edge camera-led systems, offering even greater accuracy with detailed measurements of ball spin. At Urban Golf’s flagship venue in Smithfield, London, there are 11 high-end simulators, each valued at approximately £50,000.
Urban Golf’s Growing Presence
With annual revenue approaching £2 million, Urban Golf has already carved a niche in the competitive socialising space. In 2025, the company plans to open two more venues in the Greater London area and expand further in the coming years. Day envisions an indoor golf facility in every major UK city, with the additional goal of growing “Urban Golf at Home” as technology becomes more affordable.
“We’re focusing on the micro version of the business,” Day explains. “The key to success is not in having a massive venue but in maximizing the number of simulators per location. It’s about striking the right balance between technology and space.”
A Business Built on Passion and Innovation
Day, a self-proclaimed golf enthusiast, credits his passion for the sport with driving the success of Urban Golf. Born in High Wycombe, Day’s career in golf began as an assistant professional at the prestigious Stoke Park Golf Club, where he built a loyal client base. Networking with London-based businesspeople helped him secure the investors who continue to support the company today.
One of Urban Golf’s most unique spaces, “The Bunker,” is a larger workshop that doubles as a hub for golf innovation and nostalgia. The room houses a collection of vintage golf clubs and has even been named the “coolest room in golf” by renowned YouTuber Rick Shiels.
Global Insights and Expansion Plans
Always keen to stay ahead of trends, Day recently visited South Korea, a country with over 6,000 indoor golf venues, to explore the latest developments in screen golf. The international trip reinforced his belief in the potential for growth in the indoor golf sector.
As Urban Golf moves into its 21st year, it remains the UK’s first indoor golf simulator, alongside other successful indoor entertainment venues such as All Star Lanes (bowling), Bounce (table tennis), and Flight Club (darts). Despite its growing success, Day emphasizes that Urban Golf maintains a relaxed, inclusive atmosphere.
“We’re not tied to any specific golf brand, and we try to do things our own way,” Day says. “We’re here to offer a fun, non-elitist golfing experience, and we’re proud of that.”
As the indoor golf trend continues to gain traction, Urban Golf is poised to expand its influence, offering a unique and innovative alternative for golf lovers across the UK.
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