The Different Types of Indoor Golf Customers—and How to Win Them Over

If you ask most indoor golf venue owners who their “typical customer” is, the answer usually starts with: “golfers.”

But scratch beneath the surface, and the truth is that your customer base is far more diverse than that. Every person who walks through your doors has a different motivation, expectation, and definition of value. The venues that thrive long term are the ones that understand these customer profiles and design experiences that meet them where they are.

At Alba, we see the best performing indoor golf venues are those that don’t just serve “golfers” but every type of golfer. Here are some of the most common profiles we see across venues:

1. The Social Squads

These are the groups of friends or colleagues booking out a bay for a Thursday or Friday night. They’re coming for laughs, beers, and banter - not necessarily a good score. For them, it’s about atmosphere, food and drink, and easy-to-use tech. Get this right, and they’ll become your regular “night out” crowd.

2. The Weekday Regulars

Often retirees or shift workers, this group values the quieter hours. They’re price-sensitive but loyal, and they’ll happily fill your bays at off-peak times if you make them feel welcome. Offer tailored pricing or a “weekday/off-peak membership” and you’ve got a steady revenue stream outside of the easy fillable hours.

3. The Juniors

Parents are looking for safe, engaging activities for their kids. Juniors thrive when the experience is fun, structured, and social - whether it’s through coaching programs, school partnerships, or holiday camps. Nurture this group well, and you’re building your future membership base.

4. The Serious Improvers

Every venue has those who want to take it to the next level. These are the golfers obsessed with data, training plans, and constant improvement. They want the best technology, knowledgeable coaches, and performance feedback. Serve them well, and they’ll spend heavily on memberships, lessons, and fittings.

5. The Beginners

For someone who has never swung a club, an indoor venue can be far less intimidating than a traditional golf course. This group values simplicity, patience, and fun. They may not come alone - often they’re brought in by a partner or friend - so creating a welcoming, non-judgmental environment is key.

6. The Women’s Community

The fastest-growing segment in golf globally is women, yet many venues still miss the mark. This group values inclusivity, a comfortable social environment, and opportunities to learn and play without pressure. Women’s leagues, clinics, or dedicated events can transform your venue into a community hub.

7. The “Help Me” Golfer

There’s the golfer who knows they need help but isn’t sure where to start. They’re booking lessons, but also sticking around to practice afterwards. With the right coach and support, this group can transition into long-term members who spend consistently.

There’s a whole bunch of other profiles too, from corporate groups to low-on-time parents trying to squeeze an hour of practice in. From families looking for a fun day out to first dates or school/college/university groups, the list goes on…

Why Profiles Matter

Understanding customer profiles isn’t about putting people into boxes. It’s about recognizing that different customers place value on different things.

• Some want price and accessibility.
• Others want premium tech and coaching.
• Some want social connection.
• Others want measurable progress.

When you build your services, pricing, membership programs, events and communication around these needs, you’re not just filling bays - you’re building a resilient, long-term business.

The Alba View

At Alba, we see customer understanding as a competitive advantage. The best operators are those who can flex their offering, segment their audience, and make every customer feel like they belong. Whether it’s your pricing strategy, your marketing campaigns or your in-venue programming, starting with your customer profiles is the most powerful way to grow revenue sustainably.

What’s your mix?

No two venues are the same. Understanding which profiles dominate your customer base - and which ones you’d like to grow - will help shape your strategy for the season ahead. Have a chat with us today to see how we make managing a diverse customer base easier with Alba.