Golfzon Plans First U.S. Indoor Golf City Venue in Chicago

Golfzon has more than 6,500 commercial indoor golf simulator locations in South Korea, where the company holds about three-quarters of the market for off-course golf. Sean Pyun, the CEO of Golfzon in North America, said the current U.S. golf simulator market is similar to what South Korea experienced just over a decade ago.

Pyun joined Golfzon in 2024 after 16 years with the LPGA Tour, including six years as chief business officer in Asia. He said the company's U.S. business grew more than 90 percent in 2025. "In this competitive U.S. market, innovation is very fast," Pyun said.

" Early perceptions of indoor golf in South Korea viewed simulators as a "gimmicky video game," according to Pyun. Those views changed in the early 2010s. Indoor golf is now a mainstream entertainment option in South Korea, where twice as many rounds are played at Golfzon locations as at traditional outdoor golf courses.

Pyun said the entire South Korean golf market expanded after indoor golf gained popularity. Traditional golfer numbers grew, as did sales of equipment and apparel and revenues at physical golf facilities. He said the same pattern is beginning in the United States.

80 percent of Golfzon's current U.S. business is commercial, with the remaining 20 percent residential. The company initially focused on major metro areas such as New York and Chicago, where golf courses close in winter. It is now seeing strong adoption in Arizona, Las Vegas and Texas, where indoor play appeals during hot summer months.

Golf courses are increasingly taking notice. "You're seeing a lot more golf courses now realizing, 'Hey, wait a second, we shouldn't be too comfortable keeping our doors closed for four months without any revenue,'" Pyun said. He added that conversations with golf courses have increased from five two years ago to 50 to 100 today.

The company recently partnered with Pebble Beach to install four simulators at Spanish Bay. The simulators create hitting bays during the day and an entertainment destination at night.

Golfzon's largest project is Golfzon City, a venue of at least 150,000 square feet, more typically 175,000 square feet. The concept features 18 simulator bays and 18 unique synthetic greens. Players hit tee and approach shots in each bay, after which the screen rises to allow them to walk through and complete the hole by chipping, pitching and putting before moving to the next bay.

The first U.S. Golfzon City is scheduled to open in Chicago by the end of 2026. A second location is planned for Nashville, Tennessee. Civic organizations in several other cities, including Los Angeles, have inquired about hosting similar venues. Pyun said there is existing demand for the product, particularly in Chicago during winter when all outdoor courses are closed.

He noted that nothing can replace traditional golf courses but said off-course formats are complementary. According to the National Golf Foundation, indoor simulator participation has increased 154 percent since 2019. More than 9.2 million Americans played golf in a simulator in 2025, with more than 45 percent of them never having played on an outdoor course.

"The very well-designed golf courses with pristine greens and fairways and with the sun and wind, they will never be replaced, in my opinion," Pyun said.