Bruin Capital Acquires Full Swing Simulators And Envisions Peloton-Like Platform For Golf
It could be really interesting to see a Peloton-like model for indoor golf. I could see it changing both commercial and home business models for indoor golf. Whether it will be a positive change or not remains to be seen.
A Hopeful and Positive Take on the Full Swing Acquisition
Getting into indoor golf today often requires a large up front cost for golf simulators, projectors, course software, hitting cages and turf mats. If the acquisition changes the model to a lower up front cost and long term subscription it could make indoor golf approachable for a lot more folks.
Instead of paying tens of thousands on your home golf simulator setup, this might result in something that looks more like a down payment and ongoing monthly subscription. Perhaps comparable to getting a golf membership. Maybe the company retains ownership of the equipment and you can use it as long as you subscribe. All positives if you are looking to expand indoor golf ownership.
A Pessimistic View
Perhaps the acquisition goes the other way and because of the Peloton-like business model, not only do you pay a subscription, but you also pay a premium on hardware for Full Swing systems. Peloton charges $2,000+ for a bike when you can get comparable models from other manufacturers for a fraction of that price. Perhaps Bruin Capital sees the Peloton-like model as a way to charge a premium for Full Swing simulators.
The Forbes article announcing the acquisition can be found here.
Lets hear from you - how do you think this will impact the business model for both home and commercial indoor golf? What did I miss or get wrong?
From the perspective of a commercial indoor golf / entertainment venue, I think this is positive. It will make indoor golf more "mainstream" and ultimately lead to more people getting into the game. Facilities like ours offer a full entertainment experience, including F&B, leagues, tournaments and (most importantly) the opportunity to socialize with your friends. The Peloton model will grow the market, ultimately helping our type of business.
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