A $4.3 million practice facility rebuild at one of Scottsdale's flagship private clubs will outfit every hitting station on the new tee with TrackMan range technology. Troon Country Club, the 1986 Morrish-Weiskopf design, broke ground May 1 on a six-month project that includes a 12,500-square-foot putting green, a 50,000-square-foot short game area, and a fully wired range. Phil Smith, Weiskopf's longtime design partner, is leading the work.
The headline for the equipment-and-tech crowd is the TrackMan deployment. Every bay. Eight data points per shot. Virtual rounds on a 3D rendering of Troon CC itself, along with the rotating list of marquee international venues TrackMan licenses. This is the same architecture Whistling Straits, Pine Valley, and a growing list of top-100 clubs have installed over the last three years. It is becoming the default amenity at the high end of the private club market, the way GPS-equipped carts became standard a decade ago.
The business context matters. TrackMan's core revenue mix has shifted noticeably since 2022, when the company began aggressively pursuing range-wide club installations as a counterweight to a saturating indoor simulator market. Toptracer owns the public range conversion play with roughly 17,000 bays globally. TrackMan has answered by going upmarket, signing private clubs where the per-bay revenue is higher and the brand association is cleaner. A Troon-branded club install, with the Troon management company operating more than 800 properties worldwide, is the kind of reference account that opens twenty more conversations.
The quieter story is what this does to the definition of a practice range. A private club member at Troon will be able to play a virtual round on the home course during a frost delay, hitting off Celebrity Greens mats, with shot data on every swing. That is not a range session. That is a simulator bay outdoors. The line between practicing and playing, between range time and round time, is dissolving at the top end of the market. Clubs that do not offer this in five years will feel dated the way clubs without GPS carts felt dated in 2015.
TrackMan's own brand momentum has been uneven of late, down 18.2% month-over-month in the DORMIED Index and sitting at #28 globally, which reflects a quieter product cycle rather than a structural problem. The range technology business does not generate the consumer-facing headlines that drove TrackMan's rise during the 2020-2022 indoor sim boom. Installations like this one do not trend on WRX. They show up in club newsletters and member emails. But they are the more durable revenue, locked into multi-year contracts with clients who do not churn.
Watch for two things over the next eighteen months. First, whether Toptracer responds with a private-club push of its own, which would force a price war TrackMan has so far avoided. Second, whether TrackMan can convert the Troon CC install into a broader relationship with Troon the management company. If it does, that is 800-plus properties' worth of upgrade conversations, and the practice range becomes the next category TrackMan owns the way it owns the tour van.
