If you’ve followed the first four parts of this series, you’ll know this truth by now: building a venue that appeals to golfers, social players, and corporate guests isn’t easy. You’re walking a fine line between credibility and fun and between premium and accessible.
Non-golfers often find traditional golf brands intimidating. On the flip side, golfers can be put off by brands that feel too playful or casual. The challenge is finding a balance, either by creating sub-brands that speak to each audience, or by building a single brand that feels both welcoming and credible.
A brand that started out focused purely on elite runners. But in 1988, they realised that to grow they needed to appeal to a wider audience. That year they launched their iconic ‘Just Do It' campaign, featuring 80-year-old Walt Stack crossing the Golden Gate Bridge. The powerful message encouraged everyone from age group runners to first time gym goers and helped shift the brand from niche performance gear to a universal symbol.
They didn’t lose their core audience, they expanded it. Through emotional storytelling, bold design, and cultural relevance. Over the next decade, Nike’s sales jumped from $877 million in 1988 to $9.2 billion by 1998.
We’ve seen the same shift happen in golf.
We’ve worked with venues on both ends of the spectrum. One started as a traditional country club on the outskirts of Dublin, but saw the need to broaden its appeal and bring in a more social, casual player. To do that, they introduced a new brand that felt more approachable to non-golfers without alienating their core audience. On the other end, a UK venue was purpose-built for entertainment and social play, but the brand leaned so heavily into “fun” that it failed to resonate with golfers. Both show the same challenge: how do you build a brand that can speak to the audience you’re trying to attract without losing the other.
There are two proven strategies we’ve seen work before.
1. Build distinct sub-brands for different audiences.
This gives you some flexibility. The traditional country club brand can maintain a more serious golf feel, while the sub-brands allow you to attract different customer groups.
At Elmgreen, the golf course and club still cater to the golf customer. But Swing Yard, located at the same site, has its own look and tone designed specifically for social players. The experience is further elevated by the addition of Swingers Bar, a dedicated food and beverage concept designed to attract a broader customer base, encourage guests to stay longer, and enhance the overall range experience.
This approach allows you to stay relevant to your core customer, while carving out space for new ones to feel welcome.
2. Create a balanced brand that speaks to a full customer set.
This is the Nike approach: a brand with strong core values that scale. It still appeals to serious golfers, but it’s not intimidating to beginners. It feels premium, but still social.
Good Time Golfin is a prime example. Formerly known as The Games Range, the venue underwent a complete rebrand, developed in partnership with creative agency North. This was a strategic shift in tone, identity, and experience designed to retain social players while bringing golfers into the fold.
And the results speak volumes.
Since the rebrand, the venue has seen a near 3x increase in individual golfer sessions, a clear sign that more golfers are choosing to spend time there. At the same time, social session volumes have grown by 50%, showing the venue didn’t lose its appeal to casual players, it strengthened it. That’s what a well-executed, balanced brand can do. It doesn’t chase one audience at the expense of another. It brings them together.
Attracting a full customer set isn’t easy. It takes intention, strategy, and consistency at every level. But when it’s done right, it can be a game changer for your business.
A strong brand isn’t just a nice-to-have it’s one of your most valuable business assets. It defines how your venue is perceived, who it attracts, and how long they stay. Get it right, and you don’t just fill bays you build loyalty, drive growth, and set your facility up for long-term success.
