Topgolf CEO Sets Goal of 10 Million New Golfers in 5 Years

Topgolf CEO David McKillips has set a target of introducing 10 million new, committed golfers to the sport within five years, marking one of his first major public goals since taking over the company.

How does Topgolf plan to reach 10 million new golfers?

McKillips said the company is expanding youth development programs and building out offerings aimed at young female golfers, which he described as the fastest-growing segment of the sport. Other plans include a new membership platform, additional virtual-course options, and member-member and member-guest tournaments. Topgolf is also looking to tie in more partnerships with touring professionals and golf content creators.

Founded in 2000, Topgolf has grown to more than 100 locations worldwide over the past quarter-century, combining driving-range practice with food, music and game formats aimed at a broader audience than traditional ranges.

Is Topgolf actually turning visitors into golfers?

Topgolf reports about 42 million visits a year, split roughly evenly between men and women. McKillips said that once corporate outings are excluded, Topgolf over-indexes toward female visitors compared with other formats of the game. Among non-golfers who visited and later started playing golf, 75% said Topgolf played a part in their entry into the sport.

Topgolf says three-quarters of new golfers who discovered the sport through its venues trace their start in the game back to Topgolf.

What does McKillips bring from outside golf?

McKillips came to Topgolf from an entertainment background rather than a golf one. He said the sport can learn from entertainment businesses by leaning further into the full fan experience, adding that fun is the main reason people visit Topgolf in the first place. "We're the gateway to golf," McKillips said, framing Topgolf's role as introducing new players who eventually move on to traditional courses.

McKillips said he has received a warm reception from golf's governing bodies, tours and equipment brands since taking the job, and that people across the industry have told him they see Topgolf as a source of new, younger demographics entering the sport. He described the company's ambitions as reaching beyond the driving range itself, positioning Topgolf as a broader entertainment and golf destination rather than strictly a practice facility.