Last month, a new leisure concept around golf was opened in the Utrecht location The Wall; RUFF. It appears to be the kick-off for a new chain around indoor golf activities. Investor Johan Hus states: “We want to open 10 to 12 franchise locations in the Netherlands within two years and also have the master franchiseeship for Belgium.”
RUFF originates from Sweden, where Alex Bengsston started the concept four years ago. RUFF is now active in several European countries and has the ambition to become the market leader in this segment on the European mainland. In various parts of the world and in Great Britain, the battle for market share has long since broken out. In the Netherlands, Johan Hus, together with his partners Pieter Gabes and Johan van der Lijcke, have joined RUFF. They are also actively involved in the further development and professionalization of the RUFF concept.
A first impression
RUFF is located in The Wall. This is a leisure-retail location along the A2 motorway. The middle section is rented as retail real estate. On the west and east side, spaces are rented to leisure concepts. Next to RUFF, there is Teamsport E-karting and a fitness company. On the other side of the building we find Play-in (indoor play, climbing, trampoline park, arcade and VR) and Racesquare.
In the central area of RUFF, the mini golf course (built by VrienDD ) immediately creates the right golf atmosphere. This attraction is primarily used to practice putting. Additionally, there are 6 cabins with a golf simulator where you can enjoy an activity with a group. Thanks to the smart software, multiple golf courses can be played using various reel elements. Much attention has been paid to a high-quality and atmospheric appearance. The staff also plays an important role in the overall concept. Hus explains: “We could have opted for a fully automated golf attraction. We specifically want to create a distinctive experience with a human touch.”
There are already several similar golf concepts active worldwide. Ruff distinguishes itself from the others by:
- The combination of Trackman technology with gamification for non-golfers.
- The premium catering experience for groups, such as the use of sharing platters.
- Accessibility for both golfers and non-golfers. And therefore also the diversity we strive for. For example, by using influencers, Spieren voor Spieren (and gamification) to interest new target groups in golf.
Flagship location
The establishment in The Wall is exceptionally spacious with a surface area of 1000 m2. Among other things, 6 base simulators and 9 putting holes have been placed there. “The catering industry is also an important part of the total concept,” Hus explains, “The Clubhouse is important for the atmosphere and experience. You can hang around here after the activity and in the future, sports matches will be shown on the big screens, which will provide even more experience. The income from the catering industry is also important for the RUFF revenue model. We have deliberately opted for a somewhat smaller menu with high-quality snacks and we are also allowed to serve alcohol at this location. That also makes RUFF attractive to specific target groups who expect a snack and a drink during their outing, such as company outings and friends' parties.”
The Utrecht location is also the Flagship location for future franchisees. Hus explains: “You can’t roll out a franchise concept if you don’t have enough feeling for the product and the daily business. That’s why we operate this first location in the Netherlands ourselves. This also offers us a great opportunity to further improve the concept.”
Relationship with golf sport is important
RUFF has good ties with the golf association NGF and Hus says that there are discussions about cooperation. “Golf is the basis of this concept and what sets us apart from other entertainment centers. We already see that experienced golfers are an important part of our daily visitors. We work with high-quality golf clubs and visitors often bring their own equipment. We work with high-quality TrackMan simulators, which are also equipped with AI technology to improve your technique.”
From the NGF there is also an interest in embracing this more recreational approach to golf. Hus: “The NGF wants to make golf less elitist and more accessible. At RUFF, participation is very accessible. That offers opportunities to introduce a new target group to golf.”
Franchise locations wanted
Within 2 years, the Netherlands wants to grow with 10 to 12 RUFF locations. New franchisees are also being sought in Belgium. In terms of physical environment, a space of at least 500 m2 is necessary. Hus states that the entrepreneurial quality (in catering and/or recreation) weighs more heavily than the knowledge of golf. However, he sees that an affiliation with a golf location is definitely an added value for an establishment.
Hus points out that the tide is in the RUFF formula. “The combination of sports and entertainment is on the rise and concepts that play into a lifestyle are booming. Sports clubs, including those in the golf world, are looking for flexible concepts that better match the spirit of the times. With RUFF you can appeal to both athletes and recreational users and the occupation of these target groups can be combined well.”
The new locations are well supervised, but must also commit to the preconditions of the concept. For example, agreements have been made with suppliers of the golf equipment, the technology of the golf attraction (Trackman) and the appearance of the location. Hus explains: “We want to keep the quality high. This is a well-thought-out concept that we are still working on to optimize the content. We help with the design of the new building, training of the staff and marketing. The entrepreneur can then fully focus on hostmanship and managing the location.”
More information: https://ruffgolf.eu/nl/franchise/