Elevating Top Golf’s Game
Situation
TopGolf brought technology, golf and entertainment together. As the business prepared for U.S. expansion, its leadership and investors needed to understand which elements of the U.K. pilot could scale and how to adapt the concept for a broader American audience.
That meant looking beyond customer demographics to understand the benefits that drew customers in, the barriers that limited use and the reasons they would return.
Opportunity
Help TopGolf sharpen its value proposition and positioning, optimize the customer experience and build a stronger foundation for growth in the United States.
Solution
Peacock Nine helped accelerate TopGolf’s growth and U.S. expansion by clarifying, for its leadership and investors, what could scale from its U.K. pilot and what needed to change. U.K. pilot locations were largely retrofitted driving ranges; U.S. growth centered on new, purpose-built venues. Our work revealed a broader opportunity: customers included people who had never held a golf club and wanted shared, playful competition. This reframed TopGolf around “competitive socialization,” expanding its competitive set to social entertainment destinations such as Dave & Buster’s, bowling venues like Lucky Strike and sports-focused dining venues like Buffalo Wild Wings.
Through customer insight and consulting guidance, Peacock Nine helped leadership recognize and pursue a larger total addressable market, sharpen TopGolf’s value proposition and positioning, and refine messaging, food and beverage offerings and the venue experience to welcome non-golfers and support growth.
Impact
Peacock Nine helped fuel TopGolf’s U.S. expansion by giving leadership a clearer view of its growth opportunity and translating that understanding into positioning and customer experience decisions.
TopGolf’s appeal to non-golfers also aligned with Callaway Golf’s interest in introducing new players to golf and to Callaway’s equipment. Callaway Golf later acquired TopGolf, completing the transaction in 2021.
Timing 2 months
