For a long time, the national sport of South Korea was weightlifting. Then, Se Ri Pak won the U.S. Women’s Open as a rookie and unleashed arguably the most passionate golfing contingent in the world. But the lack of golf courses and the commensurate high cost of playing created a new boom, golf simulators. Several years ago, I had the opportunity to visit South Korea to write about the golf scene there. At that time, more rounds were played on simulators there than in the U.S. on golf courses.
The golf simulator phenomenon has gradually made its way to the US market, with Golfzon, the top manufacturer worldwide, leading the way. Golfzon America, led by President and CEO Sean Pyun, stands at the forefront of the rapidly expanding golf simulator industry in the United States. With a visionary approach and a deep understanding of the market, Golfzon America has become a dominant player in this innovative sector. Under his leadership, the company is looking to set the pace in capitalizing on the growing popularity of golf simulators by transforming the way Americans engage with the game.
The current numbers for participation in Golfzon simulators globally are staggering. Last year on Golfzon installations in 41 countries, golfers played 1,746,790,758 holes, or 55 holes per second, and over 7 million shots logged. It is an incredible cache of data that Pyun and Golfzon are using to hone its offerings in the U.S. market.
Pyun’s journey to becoming a leader in the golf simulator industry began with a strong foundation in business and technology. He earned a degree in Business Administration, where he developed a keen interest in emerging technologies and their applications in various industries. His early career saw him working with several tech startups, where he honed his skills in strategic planning, operations, and leadership.
Pyun first encountered Golfzon in 2014 while he was with the LPGA Tour. Pyun arranged the deal that made Golfzon a corporate partner of the LPGA, a deal that wasn’t without its skeptics. Said Pyun, “I got a lot of pushback from people in Korea and around the world. They were saying, “Why would you endorse a gimmicky video game program like Golfzon and sign a sponsorship deal with them?” What we told them then is what still holds true today, the fact that Golfzon or facilities like Golfzon put clubs in more hands of the people than otherwise.
Pyun’s arrival at Golfzon America in January of 2024 was spurred by his passion for golf and a recognition of the untapped potential in the golf simulator market, especially in the U.S. Says Pyun, “What's interesting is a lot of what we're seeing in the simulator market in the U.S., we feel like we've seen it 10 years ago in Korea. So, we've got a lot of learning that we know we’ll apply at the right point in time.”
One of the key drivers behind the growth of golf simulators is the continuous advancement in technology. Golfzon simulators offer highly realistic experiences, with sophisticated sensors, high-definition graphics, and accurate ball-tracking systems. And the newest Golfzon models have specific hitting surfaces for sand, rough, and even lie angles. Notes Pyun, “When you have the different lies, the different surfaces you're hitting from, and we now have zero latency. When you hit our ball, we have less than a 100th of a second latency. As soon as you hit it, you'll see it.”
These advancements have made it possible for players to enjoy a lifelike golfing experience from the comfort of indoor facilities, and Golfzon America is leveraging these technological innovations to offer state-of-the-art simulators that appeal to both amateur and professional golfers.
Ultimately, Pyun’s vision for the company revolves around three core principles: innovation, customer experience, and community engagement.
Pyun places a strong emphasis on innovation, continuously seeking ways to enhance the functionality and appeal of Golfzon’s simulators. This commitment to innovation is reflected in the company’s investment in research and development, resulting in cutting-edge products that set new standards in the industry. Like many course owner/operators, Pyun is dedicated to fostering a sense of community among golf enthusiasts, spearheading initiatives to promote golf simulators as social and recreational hubs, where players can connect, compete, and enjoy the sport together. By building a strong community around Golfzon’s products, Pyun has created a loyal customer base and enhanced the overall appeal of golf simulators no matter where they are located.
The growth of the golf simulator business in the United States has been remarkable, and much of this success can be attributed to the efforts of industry leaders like Pyun. The U.S. market, traditionally dominated by green grass facilities, has seen a significant expansion towards virtual golf experiences. This transformation is driven by several factors, including technological advancements, changing consumer preferences, and the ongoing need for accessible and affordable golf options, all of which are factors that are primary issues for green grass facility owner/operators.
Most of Golfzon’s current business is with so-called studios that are located outside of courses, but Golfzon’s empathy and insight for course operators is earned honesty, as it owns and operates 18 green facilities. “It really comes down to what the course is looking for,” says Pyun. Are they looking for additional revenue? Are they looking to really provide additional benefit or programming to their members? Or is it about really bringing the awareness of the golf course to a greater audience? “We can help with all those things.”
But at the end of the day, customer experience is at the heart of Pyun’s strategy. He understands that the success of Golfzon America depends on the satisfaction and loyalty of its customers.
Says Pyun, “For us, our biggest marketing tool is to just get people on our system. Once we have them, they’ll see the difference for themselves.”