Before co-founding PLATFORM Golf, Irishman Flanagan carved his career as an agent, working his way up at Hambric Sports and alongside some of the biggest names in the game. Brooks Koepka during his early years in Europe, Tommy Fleetwood, Adrian Meronk and others. It gave the Dublin man a clear view of how players actually improve and, just as importantly, where the gaps were. But PLATFORM Golf grew out of one of those gaps.

“I always say it was the three Ps,” Flanagan explained. “People, product and practice. The product was the thing that really stood out to me early on.”

Thomas Hackett and Rory Flanagan are the co-founders of PLATFORM Golf

That product has changed quite a bit since those early days. What started as a putting-focused concept has turned into a full indoor system built around one idea: making simulator golf feel more like real golf.

Through its patented platform and software, PLATFORM Golf introduces slope into the equation. Uneven lies for full swings, breaking putts you can actually feel under your feet. It sounds simple, but it addresses something that has always been slightly off with indoor golf.

“Indoors, everything is flat,” Flanagan says. “But if you think about it, 96 per cent of shots on a golf course aren’t. That’s the piece we’ve focused on.”

That thinking is a big part of why PLATFORM has partnered with Trackman. The integration brings together two sides of the same equation. Trackman handles ball data and simulation at the highest level. PLATFORM adds the physical environment around it.

It’s a combination that’s starting to show up in more places, including here in the Middle East.

Yas Links Abu Dhabi is the first venue in the region to install PLATFORM units, adding three systems into its academy. For a course that already has a strong reputation for coaching, it’s a meaningful upgrade rather than a gimmick.

PLATFORM Golf

The appeal is pretty straightforward. Players can work on shots from uneven lies and putt on a surface that actually moves, which is something traditional simulators haven’t been able to offer. It also fits the way golf is used in the region.

Indoor golf isn’t just a winter alternative in the Middle East. During the summer heat, it becomes essential. Coaching, practice, corporate events, even casual play all shift indoors for a few months of the year. That creates a different kind of demand compared to Europe or the US. Flanagan sees that as a natural fit.

“All the data shows indoor golf is growing much faster than traditional golf,” he says. “It’s more accessible, it’s easier to engage with, and in places like the Middle East, there’s a real need for it.”

That accessibility piece comes up a lot in how PLATFORM Golf is positioned. Golf in the region still carries a premium feel, and while that’s part of its appeal, it can also be a barrier.

The company has tried to address that in practical ways. Lowering the height of the platform to make it easier to install in different spaces. Bringing down the cost compared to other systems. Offering different versions depending on what a facility or developer actually needs. That last part is starting to matter more.

Across Dubai and Abu Dhabi, new developments are being built around lifestyle. Gyms, wellness spaces, shared facilities. Golf simulators are starting to sit in that mix, whether in residential buildings or private villa communities. Flanagan says those conversations are already happening.

“We’re part of that discussion now,” he says. “When developers are deciding what goes into a space, golf is becoming one of the options. It’s about differentiation.”

It’s not just about serious golfers either. A lot of indoor venues in the region are built around social use, where the golf is only part of the experience. Food, drinks, groups that might not have played before.

If someone who doesn’t play golf steps into a simulator, it can be a bit of a strange experience. Flat lies, perfect conditions, not much connection to what the game really feels like. Adding slope and movement makes it more intuitive, even if the player doesn’t realise why.

PLATFORM Golf

At the other end of the spectrum, it gives better players something closer to proper practice. Golf is opening up, but it still needs to keep its core.

“You’ve got all these new people coming into the game, which is great,” he says. “But you still need to give them a pathway to improve, and that’s where this kind of technology comes in.”

There’s also a coaching angle to it.

PLATFORM has started building out what it calls its Academy, a digital layer that connects coaches and players through the system. With names like Claude Harmon III involved, and with Harmon based in Dubai, there’s a clear link back into the Middle East.

The idea is that a coach doesn’t need to be in the same place as the player anymore. As long as both are using the same setup, the session can still be relevant.

It’s a different model, but one that fits where the game is heading, especially in regions that are investing heavily in golf infrastructure.

For now, though, the focus is still on getting the product into the right places. Yas Links is one of them. There will be more.

PLATFORM Golf is not trying to replace traditional golf. The aim is to make everything around it better, especially when being on the course isn’t always an option. In the Middle East, that’s not a small detail.

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“We looked at all the different [PGA] Tour events, and the majors have audience sizes that are really significant, but those are locked up by different financial services companies. So that wasn’t really an option,” said Noto, who has been SoFi’s CEO since 2018. “There weren’t a lot of other tournaments that were an option. And so we were looking for something that will allow us, beyond [sponsoring] players, to get involved.”

Undeterred, Noto enlisted CA Agency to explore various opportunities. One of them was a concept that at the time only existed on paper. A new sports technology company called TMRW Sports came forward with an idea for an indoor simulator-driven team golf league. Tiger Woods and Rory McIlroy were founders along with former Golf Channel executive Mike McCarley. The PGA Tour was a co-sponsor.

As long as the new venture would include many of the tour’s top players and be featured in prime time to a national television audience, SoFi was in. And that’s how Noto pulled the trigger on SoFi’s sponsorship of TGL, which is coming off Monday’s three-match binge on Presidents Day followed by a fourth match on Tuesday. SoFi not only secured the naming rights to the specially designed stadium in Palm Beach Gardens, Florida, but also to the trophy, the SoFi Cup, that goes to the winning team at season’s end in March. While no financial terms have been disclosed, the sponsorship is believed to be valued at upwards of eight figures; SoFi spent $625 million over 30 years for the naming rights to SoFi Stadium, home of the NFL’s Rams and Chargers, in Los Angeles.

SoFi CEO Anthony Noto takes part in the SoFi Center Ribbon Cutting ceremony before the TGL’s inaugural match in January – Mike Ehrmann/TGL

Speaking a few weeks ago at Pebble Beach Golf Links after playing in the AT&T Pebble Beach Pro-Am with Wyndham Clark, whom SoFi sponsors, Noto expressed approval for what he had seen so far. And feedback from SoFi’s member clients, many avid golfers, is equally positive.

“We’re really pleased. It’s exceeded our expectations on the audience,” Noto said of ratings on ESPN, which has hovered around one million households. “The enthusiasm from the players has been incredibly robust. There are things we’re going to have tweak to make sure it’s competitive every week like any other sports league would. But so far, it’s been really above expectations. We’re really happy with it.”

Noto, explaining the business logic to the investment, said TGL enables SoFi, “to kind of bridge the awareness gap from when football ends in January until the summer. … That would help elevate our brand and increase the credibility of SoFi and make it a household brand name.”

As for the TGL brand, Noto is bullish with Woods and McIlroy as the faces of the league and many well-known tour players participating. Interestingly, he had mentioned the possibility of tweaks to the format, perhaps foreshadowing the change that was announced last week to the use of the “Hammer,” the mechanism by which a team can double the stakes on a given hole from one point to two. Previously, one team controlled the Hammer until it used it, but if that team were leading, it could essentially play keep-away from the opposition. Starting with Monday’s matches, each team was granted three chances to press.

The final piece to the puzzle for Noto was testing the technology himself. He had a Full Swing simulator put in his home. Then once the SoFi Center was built, he felt even better about TGL’s prospects.

“We went there and did a mock game with Korn Ferry Tour pros, and instantly I knew it was going to be a hit because the adrenaline you have in playing TGL is consistent,” he said. “It doesn’t go up every four or five minutes when you have a shot, but you have to be paying attention every second of the match, and you’re focused on what the person in front of you is doing, what the person behind you will do based on your own swing. And so you’re engaged the entire time and the two hours flies by. It’s a different format, but it still requires them to play the game of golf with great skill.

“Our member base loves it. The golfers love it, [and] the audience. It’s been a huge success and really popular; people love that we’re doing it,” Noto added. “The audience is twice as big as we thought it would be. The fact that it’s doing two times whatever else they would do during those slots on ESPN and two times what we thought, that’s a home run and we’re just getting started.”

Main Image: Cliff Hawkins

The post What TGL’s title sponsor thinks of the early days of the indoor league appeared first on Golf Digest Middle East.

 

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Why Five Iron Golf Dubai?

Five Iron Golf has quickly become a premier destination for golf lovers in Dubai, and now, with their revamped membership package, you can enjoy all of the benefits at a fraction of the cost. Here’s what makes the new membership so incredible:

1. 90 Minutes of Daily Simulator Time

As a member, you get 90 minutes of daily TrackMan simulator access. This cutting-edge technology ensures you can practice your swing, track your progress, and play famous courses from around the world, all from the comfort of an air-conditioned, high-tech simulator. Whether you’re refining your skills or just having fun, this benefit alone makes the membership worth it.

2. Exclusive Discounts on F&B, Lessons, Leagues, and More

Who doesn’t love a great deal? Members enjoy 20% off on food and beverages, lessons, leagues, darts, and simulator rentals during peak hours. Plus, you’ll receive 10% off hard and soft goods, so you can stock up on golf gear and accessories without breaking the bank. This is the perfect way to make the most of your time at Five Iron Golf, all while saving money.

3. Access to the Premium Members Lounge and Spa Discounts

One of the standout perks of the new membership is access to the premium members-only lounge, where you can unwind, network, and enjoy a free breakfast every morning. Additionally, members receive 20% off spa treatments at both the Westin and Le Meridien, so you can treat yourself after a long day on the course or after a session in the gym.

4. Complete Fitness and Wellness Facilities

As a member, you’ll have access to not just the golf simulators but also a fully-equipped gym, sauna, and locker room. Whether you want to work on your fitness or simply relax after a game, Five Iron Golf provides all the amenities to keep you at your best, both physically and mentally. Plus, the dedicated concierge service will take care of all the little details, from scheduling lessons to booking tee times, so you can focus on enjoying your time at the club.

5. Exclusive Member Events and Networking Opportunities

Five Iron Golf isn’t just about the game – it’s about building a community. As a member, you’ll be invited to exclusive members-only events and social gatherings, some of which may feature guest appearances from top players or coaches. This is a great opportunity to network with like-minded individuals, share tips and experiences, and maybe even make lasting friendships along the way.

Additional Perks You Won’t Want to Miss

• Free daily mini golf – A fun and relaxing way to unwind with friends or family.

• Bag storage – Keep your equipment safe and secure at the club, so you never have to worry about lugging it around.

• 25% off food and beverages across Mina Seyahi – Enjoy your time outside Five Iron Golf with discounts at top F&B venues across the area.

 

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Incredible Value at Just 899 AED/Month

All of these fantastic perks are now bundled into one membership package, available for just 899 AED per month. And for those who prefer to pay upfront, Five Iron Golf offers an additional 10% discount if you pay for the full year at once. This means you can enjoy all the exclusive benefits and access to world-class facilities for an entire year at an even better price.

Join the Five Iron Golf Community Today!

With so many fantastic benefits, there’s never been a better time to join Five Iron Golf Dubai. Whether you’re looking to perfect your swing, enjoy a luxurious lifestyle, or simply have fun with friends, this membership has something for everyone. Don’t miss out on the opportunity to elevate your golf game and experience the best of Dubai’s golfing community.

Ready to become a member? Head to the Five Iron Golf Dubai website or visit the club today to learn more and sign up. Your golfing journey awaits!

The post Golf enthusiasts in Dubai, your dream membership is here! appeared first on Golf Digest Middle East.

In other words, it’s darn cool.

Mike McCarley, co-founder of TMRW Sports with Tiger Woods and Rory McIlroy, on Wednesday invited about 50 members of the media for a sneak peek at the venue where TGL will stage all of its matches starting Jan. 7 with a prime-time premiere on ESPN. Reporters got a look at the almost-completed 1,500-seat stadium on the campus of Palm Beach State College, and PGA Tour players Wyndham Clark, Rickie Fowler and Billy Horschel, who represent three of the six four-man teams that will compete in the new league, gave a presentation. They marched through a tunnel onto the “field” after an introduction that included smoke, flashing lights and loud music, a glimpse of how they will enter when the cameras roll.

How big is the screen at TGL?

We decided to find out. pic.twitter.com/EDW30Qz6tN

— Golf Digest (@GolfDigest) December 18, 2024

There won’t be a bad seat in the house with spectator seating horseshoed around the 250,000 square feet of playing area that features a “screen” zone and a “green” zone. The screen is monstrous, 64 feet high by 53 feet wide. It measures five stories high and fills nearly one end of the stadium. The inaugural virtual holes were created by Nicklaus Design, Beau Welling and Agustín Pizá. To ensure that the virtual results of shots accurately reflect the actual quality of the shot struck, TGL is employing 18 Full Swing radar devices combined with eight Top Tracer optical cameras.

The green zone, meanwhile, for shots 50 yards and in, as well as putts, and putts, sits on a turntable 41 yards in diameter and features seven cup placements and an almost infinite number of contouring options with 567 hydraulic jacks underneath it.

Wyndham Clark, Billy Horschel and Rickie Fowler pose with the inaugural TGL trophy.

It’s a vastly new take on “stadium golf, not simulated golf,” McCarley said. “There’s so much technology, bigger and better than I could have ever imagined,” he added.

And because it will be played in an enclosed playing area, there is opportunity to provide an unprecedented approach to coverage. There will be a rail cam, which is used for Olympic track and field, there are cameras at the base of the bunkers at the green complex and at ground level in front of the two full-swing hitting areas that are 35 and 21 yards from the screen. The latter will be used for shots measuring 130-50 yards out. Overhead is a camera stationed above the green, providing the same perspective as a “blimp” shot, while a spider cam that is used at football games also will be used.

“Bringing golf into a stadium is so unique, and I think you’re going to see a lot of interesting things from us,” said Clark, a member of the Bay Golf Club that faces Fowler and the New York Golf Club at 9 p.m. ET Tuesday, Jan. 7, in a 15-hole match intended to be completed in two hours.

In partnership with the PGA Tour, TGL was scheduled to debut last January, but had to be delayed a year when an electrical outage led to damage to the air-supported domed structure. With a little more than three weeks to go before the first match, there were still plenty of last-minute items that needed to be completed.

As previously reported in Golf Digest, players will hit shots from real grass, and Clark, Fowler and Horschel demonstrated full shots from fairway length, rough and sand. An interactive “digital caddie” system assists with yardages, which are stationed in front of the team bench areas to the right of the giant screen.

Many of the 24 players who are competing have tested out the simulators and the turf and green complex. In the last 30 days there have been 25 tests and rehearsals held to ensure that the technology is sound and that players get used to the 40-second time limit for each shot. Another 25 rehearsals are scheduled in the next 20 days.

“When we started on this journey,” McCarley said, “you take a sport like golf that’s got 600 years of history and tradition and everything that comes with that, the good and the bad. And we really wanted to keep one foot firmly planted in the traditional game. And there’s elements of that. But with the other foot, we really wanted to be … more into the future and embracing the future technology.

“From very early conversations with Tiger and Rory, both of them shared that thesis in a way that they saw what was happening just in their daily lives and how can we bring that into golf and help bring the game, not necessarily to a more modern presentation, but just put it together in a way and showcase it in a way that there will be people who don’t necessarily follow the traditional game, but will get into it because of the way we present this. And then because of that, they may become fans of the traditional game in a certain way.

“New, fun, fast technology, team sports, it all kind of goes together.”

“This is something new and innovative that is going to really help grow the game of golf,” Clark said. “It will give people a new perspective of us in a different arena where it’s more intimate and you kind of get to see our personalities.”

Main Image: Dave Shedloski

The post Here’s a first in-person look at arena and technology for TGL appeared first on Golf Digest Middle East.

Golf fans amongst you will, of course, know the Kazakhstan Open, a professional men’s tournament on the European Tour’s Challenge Tour, which was held annually from 2005 for 14 consecutive years, with a generous prize fund of €450,000.

The event, which was originally played at Nurtau Golf Club in Almaty, alternated between Nurtau and Zhailjau Golf Resort, and has featured the likes of Tommy Fleetwood and Edoardo Molinari claiming the title!

.@TommyFleetwood1 holing putts is nothing new

At 20 years old he did this to win the 2011 #KazakhstanOpen #RyderCup pic.twitter.com/ZBr8LopqwA

— HotelPlanner Tour (@HPlanner_Tour) September 30, 2018

But now, the country has stepped up its plans in the golf scene by opening its first indoor golf facility, “The Bunker.”

Located in the Rixos Almaty Hotel, The Bunker has just opened its doors as the region’s first-ever indoor golf centre, perfectly timed as the current temperature outside is -9°C. Powered by Foresight Sports Europe, the venue has taken over a former basement nightclub that had been sitting unused for over five years.

Boasting five private golf simulator bays, along with all the usual mod cons you’d expect from indoor virtual golf, The Bunker also offers a lounge and bar for members, hotel guests, and walk-ins.

 

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Jeremy Kavanagh, Golf Industry Consultant at JPK Enterprises Limited, said: “A few months ago, I got a call from a friend saying he wanted to open an indoor golf venue in Almaty, and he wanted to do it before Christmas. Under normal circumstances, this wouldn’t have been possible, but I knew that in Kazakhstan, if there’s a will, they’ll find a way. So, I accepted his invitation to work on the project.”

“With that, I chose Foresight Sports Europe as the technology partner, as they were the only company I felt could provide the complete solution needed to deliver this project in such a short time. The combination of Foresight’s expertise and working with fantastic professionals on the ground in Almaty helped us achieve the almost impossible: opening The Bunker just 60 days after the project started!”

“I’m incredibly proud of what we’ve collectively created in such a short time—not only bringing something new and unique to the region for existing golfers to enjoy, but also creating a facility that will help grow the game in this fantastic country.”

Foresight Sports Europe’s EMEA Sales Manager, James Stewart, added: “We are thrilled to have played such a major part in the opening of the first commercial facility in Kazakhstan to use Foresight Sports’ cutting-edge golf simulator technology.

“The Bunker really is a ‘game changer’ and promises to revolutionise the golfing experience in the area.”

Main Image: Supplied by The Bunker

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Is this… the coolest thing in the world?

One screen and one green per hole, all indoors.

Mind blown. pic.twitter.com/DrF6UVNKU4

— Stina Sternberg (@StinaSternberg) September 27, 2024

No, your eyes aren’t deceiving you. That’s a simulator that opens up into a full green—loaded with foliage, bunkers and rough—that will even give you an exact laser-pointed marker for where you hit it to. It’s Willy Wonka’s Chocolate Factory for adults with more irons and less children being sucked into a chocolate tube.

This Golfzon creation opened in Tianjin, China, earlier this month, and is 16,000 square meters (roughly four acres) and a full 18 holes. It’s the next step to simulators, especially when considering how hit-or-miss virtual putting can be. Now, you can miss crucial putts on a real green (!) instead of on a screen.

“City Golf is the world’s first urban golf course that incorporates Golfzon’s golf simulator technology and field golf course management expertise,” Golfzon CEO Park Kang-soo told The Chosun. “We aim to bring this platform to city centres globally, beginning with China.”

We’re hoping this product makes its way to the United States soon with blustery and cold conditions on their way. It’s not true golf, but it’s the next best thing. And we’ll take what we can get, especially when it comes to not having to play in arctic conditions.

The post This viral simulator-green golf course combination is the perfect solution to winter golf appeared first on Golf Digest Middle East.