GolfSuites Sells Lubbock Range, Bets Big on an Indoor Simulator Future

LUBBOCK, TX – June 03, 2026 – In a move signaling a significant strategic realignment, GolfSuites, Inc. has sold its Lubbock driving range to a newly formed local entity, Double Tee Golf & Restaurant. The sale, effective tomorrow, marks both an end and a beginning: the transition of a popular local amenity into proven local hands, and the aggressive pivot of a national brand away from sprawling outdoor venues toward the booming indoor golf simulator market.

While the press release frames the transaction as a smooth handoff, the underlying strategy reveals a calculated response to the powerful currents reshaping the entire golf entertainment industry. GolfSuites is trading real turf for virtual fairways, betting its future on technology, scalability, and a franchise model it believes is better suited for the modern consumer.

A Local Hand on the Tiller in Lubbock

For the Lubbock community, the immediate story is one of continuity and local investment. The new ownership group, Double Tee Golf & Restaurant, is helmed by a trio of seasoned local developers, most notably Marc McDougal. This isn't just another out-of-town operator; McDougal is a deeply entrenched figure in Lubbock's economic and civic landscape.

As CEO of McDougal Companies, a diversified real estate firm founded in 1982, he oversees a portfolio that includes over 7,500 apartment units, a growing hospitality division, and a track record of over a billion dollars in developed properties. His influence extends beyond business; McDougal served as the city's mayor from 2002 to 2006 and has been a driving force in major redevelopment projects, including the revitalization of Downtown Lubbock. His involvement suggests a long-term commitment to the facility's success and integration within the community.

The new owners have committed to retaining the vast majority of the staff, ensuring a seamless transition for both employees and patrons who have frequented the venue since its opening in 2020. This move keeps a popular local business under the stewardship of operators with a vested interest in the region's prosperity, a welcome development for a city that values local enterprise.

The Strategic Pivot to a Digital Fairway

The sale of the Lubbock facility is not a retreat but a calculated repositioning for GolfSuites. The company is channeling its resources into what it calls a "highly scalable Indoor Simulator Lounge concept," a move designed for rapid national franchising. This pivot addresses the inherent vulnerabilities of the traditional outdoor driving range model: high capital expenditure, large land requirements, and susceptibility to weather, which can create unpredictable revenue streams.

In contrast, indoor simulator lounges offer a year-round, climate-controlled environment that can be established in smaller, more accessible urban and suburban footprints. This dramatically reduces construction timelines and development costs, creating a more attractive proposition for potential franchise partners.

GolfSuites Chairman Gerald Ellenburg confirmed the strategic shift, stating in the announcement that the sale "accommodates the pivot" to the indoor model. He expressed confidence that the move would deliver stronger returns for investors and franchisees. The company's vision includes venues with "hyper-realistic, state-of-the-art golf simulators" paired with the high-end dining and bar experience that has become a hallmark of the golf entertainment sector. While the company will selectively develop its outdoor centers in highly targeted locations, its primary focus and investment are now squarely on the digital frontier of golf.

An Industry Trading Green Grass for Glowing Screens

GolfSuites' strategic shift is a microcosm of a much larger trend. The golf industry is experiencing a profound transformation, with off-course participation surging. Nearly 40% of all U.S. golfers now play exclusively in off-course settings like driving ranges and simulator lounges. This demographic is younger, more diverse, and drawn to the social, accessible, and less time-intensive nature of these venues.

The global golf simulator market reflects this boom, with projections showing its value climbing past $3 billion by 2030. This growth is fueled by technology that was once the exclusive domain of professional coaches. Companies like TrackMan, Foresight Sports, and Full Swing now offer astonishingly accurate ball and club tracking, creating an immersive experience that rivals playing on a real course.

This market shift is creating both opportunities and challenges. Topgolf, the pioneer of the large-format golf entertainment center, has recently seen its parent company, Topgolf Callaway Brands, announce plans to sell a majority stake. Analysts point to the immense capital required to build each venue—often between $20 and $40 million—and the operational complexities as factors. This suggests that while the demand for golf entertainment is high, the financial model for delivering it is under scrutiny.

In this environment, leaner concepts are thriving. Companies like Five Iron Golf and X-Golf are rapidly expanding with urban-centric models that combine top-tier simulators with a vibrant bar and restaurant scene. Their franchise models, with total investments often under or around $1 million, present a stark contrast to the heavy capital lift of a Topgolf-style venue. GolfSuites is clearly aiming to compete in this more agile and scalable segment of the market.

By divesting its Lubbock property, GolfSuites gains capital and focus to pursue this national indoor strategy. The move allows a respected local developer to enhance a community asset while the national brand redirects its efforts toward what it perceives as the future of golf: a social, tech-driven experience that can be replicated efficiently from coast to coast.