GRANTHAM – When John and Leslie Nesbitt moved to Eastman eight years ago, a new business involving indoor golf simulation was not something they were thinking about.
But their new Grantham home was within sight of the private residential community’s 18-hole golf course and, after watching players go by regularly, he was prompted to join them, Nesbitt said. He soon found himself playing more and more. He bought a membership and began striking up friendships with fellow golfers along the way.
“Hanging around golfers I heard a lot of talk about the need for an indoor (golf) simulator,” Nesbitt said at the opening of his new business venture, Another Round Golf Indoor Club in mid-December. Many spoke about a simulator that was at a place called Grantham Indoor, which closed in 2018 and is now a warehouse.
Golf simulation is a growing business as it offers year-round access and a virtual golfing experience regardless of weather.
Nesbitt, a psychotherapist with a practice in Hanover and a trained social worker, admits this was new territory for him.
“I never really have gone the entrepreneur route,” Nesbitt said as golfers stomped snow from their boots and were greeted by the Nesbitts at the opening. “But I kept getting more excited about it and I think other people’s enthusiasm about the idea fed my interest.”
The first day yielded 25 memberships, which Nesbitt found encouraging.
“I am feeling incredible gratitude with the excitement and support from the community,” Nesbitt said shortly before Christmas. “We had a steady stream of people come in on our first day. I think this is a great product and people are going to enjoy it.”
Leslie Nesbitt said there are more than 400 different courses from around the world that can be called up on the simulator. An added benefit is the analytics the program provides on a golfer’s swing including things such as curve, club speed, ball speed and spin rate.
“If you are a golfer looking to improve your game, you get these analytics every time you swing the club,” she said.
The golf simulator business is projecting strong growth, according to the website Golf Hive. The market was about $1.3 billion five years ago and is expected to reach $3.3 billion in five years.
In the immediate area, the Golf Garage in Lebanon, the Lake Sunapee Country Club and the Newport golf course have simulators. The Golf Garage has three simulators and Nesbitt’s business has two.
The simulators, made by Trackman, project a real golf course on a large curtain measuring 14 feet wide and 9 feet high. One simulator at the opening was of Pebble Beach on the California coast, complete with waves crashing on the rocks beyond one of the holes on display. The player places the ball on a tee in front of the screen, chooses a club and swing away as if on a real course. The ball hits the curtain and drops back down. On the screen, the simulator shows the trajectory of the ball, how many yards it traveled, where it landed and the distance to the hole and other data.
“Don’t have to chase the ball. Don’t have to look for the ball,” laughed Dave Barber, of New London, when asked what he thought about the simulator after taking a few swings at the opening.
When he began to seriously consider the business, Nesbitt said he put pencil to paper and began “modeling” his business plan in September.
“I thought it would be fun,” Nesbitt said. “But I also kept looking for a reason not to do it. I did not want to make a bad investment.”
As his business model began to get more detailed, Nesbitt expanded his research.
“I looked at a lot of different business models, considered where they were located and the area’s population,” Nesbitt said, adding that he spoke with Tuck School of Business graduates and others for advice. “It looked very doable.”
Nesbitt met with a banker, who he said was supportive and was able to obtain financing. Nesbitt said he had to put in about 30% of the equity but did not provide the total investment.
Simulators like the Trackman can range from about $20,000 up to $60,000.
The space Nesbitt leased was ideal because of its 10 foot ceilings and most of the interior work was cosmetic, though Nesbitt said they did construct a partial wall which separates the two simulators. There are several comfortable chairs placed behind the tees for those waiting a turn. Thursday through Sunday the facility is staffed by two, part-time employees during the day.
The entire process – from notes on a scrap of paper to opening – took just a few months, but a lot of hours in the evening and weekends for Nesbitt.
“Part of the reason I did this is because there is not a lot to do around here in the shoulder seasons (between winter and summer and late fall and winter),” Nesbitt said. “We need another place to gather that is not a bar or restaurant.
“The business model needed to work in terms of the money you make during the winter months,” he continued. “In the summer, I expect to cover expenses and more. Utilization will go down some but I’m going to think creatively about ways to get people in here.”
The business model is membership-based and members have 24/7 access via a key code that aligns with their reservation time. Non members have access for a fee when there is staff.
Matt MacLean, of Grantham, stopped on opening day and liked what he experienced. MacLean, who used to golf, said he is looking for a place to “dip his toes” back into the sport as his family and business keep him busy.
“This might be an avenue,” MacLean said after taking a few swings. “This is a great place for a fellow like me who can’t always get on the course.”
Basic annual adult membership is $360 with other prices for families, adding a spouse to an adult membership and juniors. Member reservation rates to play are between $35 and $55 an hour but can drop to as low as $11.25 an hour during off-peak hours with three people playing. For more information visit anotherroundgolf.com.