The business case for Trackman 360
Revenue, utilization, and year-round golf.
The modern golf club is powered by more than tee times and traditions — it runs on data.
Today’s operators face mounting pressure to increase revenue, extend the season, engage members, optimize staffing, and justify every investment.
For clubs to remain competitive, golf technology must do more than entertain — it must deliver measurable business value. Decisions should be made on insight, not instinct alone.
That’s where Trackman 360 comes in.
Trackman 360 connects the driving range, golf simulators, coaching tools, member profiles, and business analytics into a single integrated platform. For operators, this means clearer performance data, better utilization, smarter staffing decisions, and new revenue streams — all within one connected ecosystem.
Royal Drottningholm Golf Club, Black Desert Resort, and Eaglewood Golf Course are just three cases in which the all-in-one platform is reshaping the business of golf.
A quick return on investment
For operators, the first question is simple: does it make financial sense?
At Eaglewood in the US, the answer came faster than expected.
Range and simulator usage exceeded expectations. New demographics — families, juniors, and beginner golfers — began using the facilities regularly.
“People love the screens and the technology. It's brought us different types of customers that we weren’t getting before. Now we're getting kids, families and beginner golfers coming to enjoy Trackman and Eaglewood,” said Tyler Abegglen, General Manager at Eaglewood.
For Abegglen, the return wasn’t theoretical — it stood out in the numbers.
Originally projecting a seven-year return on investment, Eaglewood is now on track to cover installation, structure, and annual Trackman fees within two years.
“We've had, I believe, 140% increase in revenue the first three months we've had the system.”
Tyler Abegglen
General Manager at Eaglewood Golf Course
Driving growth through insight
Revenue is only part of the story. Understanding how and when members use facilities is just as critical … if not more so.
At Royal Drottningholm in Sweden, Trackman 360’s portal analytics provide visibility into peak hours, simulator demand, and range utilization.
“The data that we get from the portal provides clear trends. We can see peak hours both on the driving range and in the indoor setup. That's really good for us because we can plan for staffing, marketing, and future investment,” said Stefan Andorff, Club Director at Drottningholm.
Growth isn’t guesswork — it’s guided by data. Drottningholm has increased income by close to 100 percent over winter thanks to a high rate of simulator bookings, and driving range usage has doubled during the warmer season.
“We see that members are staying longer both outdoors on the driving range and in the simulator during the winter. We see more traffic in the Pro Shop, and we have increased sales there. We also sell more during the winter now because of the indoor setup.”
Stefan Andorff
Club Director at Drottningholm Golf Club
That insight has directly influenced Drottningholm’s decision to look into expanding its indoor studio in the future.
A single platform for staff and members
Fragmented systems create operational friction. Staff must be trained on multiple platforms. Members must navigate different logins and experiences.
At Eaglewood, integration was a key factor for embracing the Trackman 360 route — having a single integrated platform simplified operations for both staff and leadership.
“Having one technology across our platform of teaching, coaching, and playability on the golf course has been great for training staff on how the system is used. It's easy for them to bounce back and forth. Even on the back end for me, the Trackman range analytics for indoor and outdoor, again, same platform. I'm familiar with it from having indoor simulators and moving to the outdoor was very easy for me to really navigate and get the information I need,” said Abegglen.
Indoor simulators, Trackman Range, coaching tools, and analytics operate within the same ecosystem. That consistency simplifies coaching structures and improves customer familiarity.
At Black Desert in the US, that unified experience has become part of a club identity that focuses on providing the very best in terms of service and customer experience.
“The Trackman 360 experience blends so well with what we're trying to offer at Black Desert. We want that all-inclusive experience with Trackman that captures everything customers need to know in one component.””
Colby Cowan
Director of Golf and General Manager at Black Desert
When range, simulators, instruction, and guest experience connect smoothly, operations streamline — and the club becomes more cohesive.
Turning off-season into opportunity
Whether it’s frigid winters, scorching summers, or rainy seasons that just won’t let up, seasonality has long limited golf business models.
That equation has changed. With Trackman 360, business doesn’t stop when clouds appear or the temperature spikes. The off-season is no longer downtime — it’s opportunity.
At Drottningholm, winter used to be a dormant period for the club. But not anymore. Simulator competitions run weekly. Members stay active. Revenue continues to flow through even the most brutal winter months.
“Traditionally, winter has been an off-season period here because the Swedish weather makes the course unplayable. But Trackman 360 changed all that. Now we can play all year round.”
Stefan Andorff
Club Director at Drottningholm Golf Club
At Eaglewood, the simulators have also opened up new revenue avenues in winter, and operating hours have increased by roughly 50% during the sweltering summer season as well.
“It’s really allowed people to come out here and not be sweating it out in 100-degree weather. Hitting golf balls in the shade has been a game changer for them.”
Tyler Abegglen
General Manager at Eaglewood Golf Course
Engagement beyond the scorecard
Financial performance matters. Member satisfaction matters just as much.
At Black Desert, Trackman 360 has enhanced the social experience across the board. Customers are engaged before they reach the first tee … and continue to be after they finish their rounds.
“It’s fun to come out here and watch groups as they interact with each other. They can be at the range, get that experience, get their numbers, and see how their game is going to be played out for the day. Then they finish off in the indoor simulators. It's pretty unique that they get that instant feedback from start to finish,” said Cowan.
At Eaglewood, it’s led to a big leap in the customer experience evolution, even more so than Abegglen and his team had imagined.
“I look at our data on the back end to see how many people are logging in and using the Trackman app or to save data — it’s increased month after month. We've had more positive feedback than we thought we would. It’s been an incredible experience for our customers.”
Tyler Abegglen
General Manager at Eaglewood Golf Course
The future of golf clubs: Blending legacy with innovation
The modern golf club must evolve without losing its identity.
At Drottningholm — Sweden’s only Royal Golf Club dating back to 1959 — tradition and innovation not only coexist, but set the stage for the game moving forward.
The platform has helped the club secure its next generation of members — its junior program has ballooned to almost 200 young golfers, with many coming to practice, be coached, and play games in the evenings.
Clubs that embrace this evolution are not abandoning tradition or diluting their identity — they are simply amplifying it with insight to lay the foundation for a sustainable future.
“To stay relevant in the future, golf clubs need to evolve. Today's golfers want more than just a round of golf. They want the whole experience and that includes both the outdoor and indoor experiences. Trackman 360 is a big part of our future at Drottningholm.”
Stefan Andorff
Club Director at Drottningholm Golf Club
Ready to see what Trackman 360 can do for your golf club?
From measurable ROI and data-driven planning to year-round business and enhanced member engagement, Trackman 360 delivers more than technology — it delivers operational clarity.
Discover how it can power smarter decisions, stronger revenue, and a more connected club experience.