In this episode, we explore the future of the game through the lens of indoor golf — a trend that’s already transformed the sport in South Korea and is poised to do the same in North America.
What if the next big movement in golf wasn’t happening on the course, but in a dark room with a screen and a sensor? In this episode, we explore the future of the game through the lens of indoor golf — a trend that’s already transformed the sport in South Korea and is poised to do the same in North America. Most golfers still think of simulators as a niche tech gimmick or a winter-time alternative. But for millions of new players in Asia, they’re the starting point — and, increasingly, the standard.
Sean Pyun, President & CEO of GOLFZON America, joins the show to break down how Korea built an entire golf ecosystem indoors — complete with leagues, tournaments, retail stores, and even its own network of green grass courses. It’s not just about simulation accuracy; it’s about accessibility, inclusivity, and rethinking how and where people engage with the game. If you’ve never considered indoor golf a serious part of the sport’s future, this conversation will change that.
Topics covered:
- The Indoor Golf Revolution (0:00)
- GOLFZON began as a passion project by a former Samsung engineer who wanted to make golf more accessible to his friends and family.
- The idea started small, with a goal of selling just 10–15 simulators a year to local ranges as a retirement gig.
- What he didn’t expect was to create the foundation for a global indoor golf powerhouse.
- The emergence of a full-stack golf ecosystem in Korea (5:42)
- GOLFZON didn’t stop at simulators — they expanded into retail, real courses, and booking platforms to serve every type of golfer.
- Today, they own 106 retail stores and 20 green grass courses, making them the largest golf operator in Korea.
- Nearly 70% of new Korean golfers start with GOLFZON before ever stepping onto a traditional course.
- Why indoor golf isn’t just a novelty — it’s a pipeline (10:56)
- In Korea, indoor golfers don’t just stay indoors — they actively transition to green grass courses as their interest grows.
- GOLFZON systems help create aspiration and familiarity, especially for new players who can’t afford or access outdoor golf.
- Indoor facilities have become a real on-ramp, not a side lane, to the traditional game.
- The American market needs more than a product — it needs localization (15:08)
- GOLFZON is realizing that simply importing Korean tech isn’t enough — U.S. players expect simplicity and speed.
- Korean players obsess over granular settings, while American users want quick-start ease and less friction.
- The company is now reworking its entire user interface to better serve North American expectations.
- Overcoming simulator skepticism and changing minds (20:52)
- Many American golfers still treat simulators as novelties or off-season practice tools, not as a core golf experience.
- Korean customers already accept indoor and outdoor golf as two sides of the same coin — no need to replicate everything.
- GOLFZON believes U.S. players will get there too, especially as more begin to understand the realism and stickiness of the platform.
- Turning indoor golf into a competitive league ecosystem (27:33)
- GOLFZON launched a national league with franchised teams based on its commercial customers across the U.S.
- The league drives year-round foot traffic and gives amateur players a compelling reason to return regularly.
- Interest has already emerged from high schools, colleges, and regional groups who want in on the action.
- Bigger purpose: charity, inclusion, and City Golf’s future (36:48)
- GOLFZON has baked charitable giving into its tournament model, including a donation to the Arnold Palmer Foundation.
- Sean Pyun critiques TGL’s missed opportunities — especially around excluding women and charitable engagement.
- City Golf, GOLFZON’s next big concept, blends screen-based play with real-world putting in a compact, urban format.
Resources & People Mentioned
Connect with Sean Pyun
Connect With Golf Sustainability
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Note: Timestamps provided are approximate.
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