At this years PGA Show and BTME, the scale was impossible to ignore.
Miles of exhibitions, hundreds of suppliers, thousands of industry professionals.
… but beyond the size of the events, something more important was clear:
The driving range sector is entering a new operational era.
Operators aren’t browsing, they’re planning.
- Planning for integration.
- Planning for automation.
- Planning for scalable growth.
So what were the biggest takeaways? And more importantly—how can operators capitalize on an industry that’s brimming with opportunity?
Automation Is No Longer an Add-On
Across both shows, demand for automation was consistent and deliberate. Automation is shifting from ‘efficiency improvement’ to core infrastructure.
Operators are reducing manual processes in:
• Ball collection, management and distribution
• Session activation
• Booking and payment systems
• Daily operational management
Operator takeaway:
Review where staff time is being absorbed by repeatable manual tasks. Automation should protect consistency, margin and time management.
Friction Is Commercial Risk
Today’s players expect the same convenience they experience across retail and entertainment.
That expectation includes:
• Simple digital booking
• Cashless and contactless payment
• Integrated session activation
• Instant performance feedback
When systems connect, the experience feels effortless. When they don’t, it shows. Facilities that remove friction increase throughput, improve customer satisfaction and unlock revenue growth.
Operator takeaway:
Walk through your facility as a first-time visitor. Every pause, delay or extra step is a potential drop-off point. Streamline every touchpoint—and make sure the customer journey feels simple and rewarding.
Payment Technology is Becoming Infrastructure
Historically payment systems sat alongside range operations. That model is changing.
At this years events, Range Servant introduced Range Servant powered by Sweetspot—integrating payment directly into the operational flow of the range. This isn’t just a pay terminal, it’s connected to the wider ecosystem—at every customer touchpoint:
• Integrated with ball dispensers
• Aligned with session management
• Embedded within the facility network
One supplier. One system.
Operator takeaway:
Payment is more than transactional. A single payment system reduces friction, provides unified reporting, and helps make smarter decisions—without juggling platforms.
Social-led and Data-Driven Practice
Technology innovation continues to reshape how players use practice facilities.
Players increasingly want:
• Measurable improvements
• Engaging, gamified experiences
• Social, inclusive and accessible environments
This shift broadens appeal. No longer exclusively serving the traditional golfer, driving ranges are attracting new participants, social groups and experience-led customers.
And with more players comes more pressure, meaning robust infrastructure, efficient washrooms, and scalable solutions are key to sustainable growth.
Operator takeaway:
Consider whether your current setup supports different player types—from performance-focused golfers to broad social groups. Flexibility widens your audience, and solutions keep them moving.
The Modern Range Is Now an Integrated System
For operators, integration is no longer a bonus feature. It is the foundation of scalability and operational consistency. Automation, payment and reporting are no longer separate solutions. They are becoming interconnected layers of one operational network. Working together to create a system designed for operator reward and control.
What do we mean by this?
It’s becoming:
One connected ecosystem.
Booking → Payment → Ball Dispense →Session tracking →Data reporting
All in one—one data flow, cleaner reporting, fewer friction points, a better understanding of player behaviour and more scalable options.
Operator takeaway:
Before investing in standalone upgrades, map how each system connects to the wider range operation. How can you make processes easier, more intelligent and more connected? Long-term efficiency comes from planning and alignment, not accumulation alone.
A More Connected Future for Driving Ranges
Range Servant remains focused on designing, manufacturing and installing infrastructure that supports the connected future—combing automation, integration and operational insight to help facilities of all sizes run smarter, stronger and more profitable in the seasons ahead.
