A golf club can build a viable winter academy by turning its simulator into a structured training, coaching and booking offer rather than treating it as a room that happens to be available indoors. Start with a clear member benefit, protect enough timetable for coaching and lessons, then use the remaining capacity for paid sessions, groups and events. The Swedish Golf Federation also recommends that clubs begin with a shared purpose, decision checklist and operating plan when developing a digital golf environment.
Why should a golf club build a winter academy?
A winter academy gives the club a way to keep coaching, member contact and golf activity moving when the outdoor course is quiet. A simulator is not only a place to play a virtual round. It can become a repeatable training environment where players work on a specific part of their game, receive coaching and return week after week with a clear goal.
The strongest concept is built around the club’s own purpose. The Swedish Golf Federation’s guidance for digital golf environments at clubs starts with the club’s “why”, followed by a decision checklist and an action plan. That order matters: equipment should support the programme, not define it.
What should the winter academy offer?
A useful winter academy has a small number of offers that are easy for members to understand and easy for staff to schedule. Each offer should answer a different need: practice, coaching, social play or access outside normal coaching hours.
- Member practice blocks: recurring 45- or 60-minute sessions for players who want a reliable place to train.
- Coach-led development groups: fixed groups that meet weekly for a defined period, such as six or eight sessions.
- Individual lessons: focused sessions using ball and club data to make the coaching conversation more concrete.
- Junior and beginner programmes: short, welcoming sessions that keep new players connected to the club over winter.
- Social leagues and team evenings: relaxed formats that make the simulator a club meeting place rather than an isolated training room.
- Guest bookings: selected time slots that introduce prospective members to the club’s coaching and community.
Give every offer a name, a length, a price and a defined booking rule. “Simulator access” is vague. “Eight-week winter development group, Tuesdays at 18:00” is an offer a member can decide on.
What equipment does a club need for credible coaching?
A club training environment needs a launch monitor, a safe hitting space, a clear projected image and a workflow that does not interrupt the lesson. The aim is not to show every available number. The aim is to give the coach and player dependable feedback that connects to the lesson plan.
IDRA II is a ceiling-mounted launch monitor designed to capture club and ball information across full shots, short game and putting. It uses a 81 cm by 46 cm hitting zone, has integrated lighting and supports GSPro and E6 Connect. A ceiling-mounted position also keeps the hitting area clear for right- and left-handed players during a busy club session.
For clubs that want a complete room, SimBooth Kit 1 and Kit 2 combine the booth, IDRA II, hitting mat and projector. The package includes either a Full HD BenQ AH30ST or a 4K BenQ AK700ST projector, with the first year of GSPro membership included. Choosing between the two booth sizes should start with a measured room, including clear height, depth behind the player and the space needed for coaches and participants.
How should a club design the weekly timetable?
A winter academy works best when the timetable reflects the value of each hour. Reserve the highest-demand periods for coached programmes and premium individual lessons. Use daytime and late-evening capacity for member practice, league play or guest sessions.
- Block coaching first. Put recurring groups and coach availability into the calendar before opening casual bookings.
- Set member access windows. Give members predictable practice times without forcing the coach to manage every booking.
- Schedule social formats. A weekly league or team event creates a reason to return and gives staff an easy promotional rhythm.
- Protect maintenance time. Include a fixed weekly slot for cleaning the mat and screen, checking alignment and testing the projector.
- Review utilisation monthly. Move underused slots, refine session length and add capacity only when the booking pattern supports it.
Do not try to maximise every hour from day one. A reliable schedule, on-time starts and a clean room make the academy easier to sell than an overcrowded calendar.
How can the club model revenue before committing?
A simple revenue model gives the club a decision framework. It should show the number of paid hours, the price per hour, the operating costs and the split between coaching, member access and events. Keep the model conservative so that it remains useful when demand is still developing.
For example, a club that charges 600 SEK per booked hour, averages three paid hours per day and operates for 150 winter days would generate 270,000 SEK in gross booking revenue. If the club sets aside 15% for operating costs, the example leaves 229,500 SEK before financing and staffing decisions. That is an illustration, not a forecast: each club should use its own local price, staffing cost, opening hours and expected demand.
For a SimBooth 2 Kit 4K priced at 244,900 SEK including VAT, the same illustrative model points to a payback period of roughly 13 months before financing costs. The more important question is whether the club can deliver a consistent programme that members value. Coaching packages and recurring groups often make the revenue less dependent on individual walk-in bookings.
What should the club decide before installation?
Before ordering equipment, appoint one owner for the project and agree on the operating model. A simulator room is a cross-functional club asset: coaching, reception, membership, marketing and facility management all affect the member experience.
- Measure the intended room and confirm clearance around the hitting area.
- Decide who opens, closes and resets the space between bookings.
- Set booking rules for members, guests, juniors and coached sessions.
- Create a simple induction so every user understands safety, screen care and the booking process.
- Plan launch communications around the first programme, not just the installation date.
- Choose the first three metrics to review: paid hours, programme fill rate and repeat bookings.
A club does not need a large catalogue at launch. One winter group programme, one regular social event and a few clear practice windows are enough to learn what members will use.
How can a club launch the academy successfully?
Launch with an experience, not a brochure. Invite members to a short open evening where the club explains the winter programme, demonstrates a coached session and lets visitors try the space. Follow up with specific booking links or sign-up deadlines for the first groups.
Build the first season around a simple promise: members can keep practising, keep learning and keep meeting fellow golfers through winter. Make the coach visible in the programme. When a member can see who will run the session, what they will work on and when the next block begins, the academy becomes easier to trust and book.
Frequently Asked Questions
Can a golf club use one simulator for both coaching and member bookings?
Yes. The key is to protect coaching blocks first, then open the remaining time as member practice or paid guest capacity. A visible weekly timetable prevents booking conflicts and makes the room easier to manage.
How much space does a golf club need for a simulator room?
The answer depends on the selected booth and projector configuration. Measure width, depth and ceiling height before selecting a solution, and allow room for safe movement around the hitting zone and for the coach to work beside the player.
What is the best first programme for a winter academy?
A fixed-length coach-led group is usually a strong starting point because it creates recurring attendance and clear value. Pair it with a simple member practice offer so players who are not in the group can still use the facility.
Should a club sell sessions by the hour or as packages?
Use both. Hourly bookings make access straightforward, while packages such as an eight-week development group help the club plan coaching time and give players a reason to return.
How should a club evaluate the first winter season?
Review paid hours, programme fill rate, repeat bookings and member feedback each month. Use those signals to change the timetable and offers before the following season rather than assuming the first plan is final.