What’s been the biggest surprise during this time? I’d have to say the driving range because our business has doubled over the last several years. It’s been largely due to the success of Toptracer technology, which allows users to track every shot. We have data on over 25 million practice shots. It’s been a game changer for us because it got us in the entertainment side of golf and not merely game improvement. Q How else has Miles of Golf evolved? We became a regional golf facility able to attract golfers across the state looking for quality clubfitting and equipment. We also attract golfers from Ohio and Indiana and have found that serious golfers will travel an hour, or two for a fitting. The introduction of the Cluboratory was definitely a pivotal addition to our business. Q How have equipment and technology impacted the game and your business? We did an informal study and looked at equipment, through the help of club collector Gene Bolden, over the last several generations of hickory, steel and titanium. From hickory to steel-headed clubs, there was a 13% increase in distance. The transition from steel to titanium saw another 13% increase. Improvements to equipment alone has led to a 26% increase in distance. New golf ball technology has accelerated the distance factor, plus ball flight is much straighter, with newer clubs and balls. Q How did Covid affect your business? It was scary at first, as we were closed for two months. Our team, led by Doug Davis for the range, and Brent Norton for the retail and clubfitting, did a fantastic job during that uncertain time. One crucial decision we made was to take the federal assistance money and significantly increase the compensation level of some of employees. The result was our club-fitters are now able to make a career out of what they’re doing. It was a nervous time, but it turned out well and retention of key staff members is less of a concern. Q What are your thoughts on Covid being a boon to the golf business? Some have said, it was a far bigger influence than Tiger Woods becoming an icon in golf. We noticed our business gaining strength beginning in 2015. It’s been going up ever since and was given a boost by the pandemic. Our changes and additions like, the addition of Pat’s Tavern, Toptracer, and food service to our hitting bay suites, similar to Topgolf, also helped. Q Speaking of Topgolf, you have some interesting statistics on how golf has grown in that aspect. Yes, there are 25 million people, who play golf at a course, but another 12 million people play golf at a simulator, or at a practice range and don’t actually go to the course. In total are 37 million “golfers,” but because of Toptracer and simulators, Miles of Golf is also in the entertainment business. Q Have business fluctuations leveled off? Yes. When we first started, we made all our money in the spring and summer and just held on until the next year. Now we’re busy year-round as our range never closes. In the winter, customers still frequent us for simulators and Toptracer. Reprinted with permission from Terry Moore and the A Position. Michigan Golf Journal
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