The driving range revolution is here. Somerset’s Cricket St Thomas Golf Club has achieved a fourfold revenue increase via ball tracking technology, while new software is set to redefine player data and club profits in 2026.
Driving ranges across the UK are undergoing a quiet revolution. Once seen primarily as practice facilities, ranges are now becoming social hubs, coaching environments and revenue generators for golf clubs. At the centre of this shift is ball tracking technology, with Toptracer leading the charge.
By combining performance data, entertainment games and interactive competition, the technology has helped clubs attract new audiences while significantly increasing revenue. At the same time, it has enhanced the practice experience for committed golfers by providing detailed shot feedback and performance tracking. Several UK facilities report that integrating Toptracer into their range offering has not only revitalised participation but delivered strong commercial returns.
Cricket St Thomas Golf Club in Somerset provides a clear example of how the technology can reshape a club’s fortunes.
A fourfold increase in range revenue
When Cricket St Thomas Golf Club decided to modernise its practice facility, the leadership team recognised that technology would need to play a central role. The club invested approximately £200,000 in infrastructure improvements for the range before installing the Toptracer system.
The results have been dramatic.
According to the club, the installation has led to a fourfold increase in driving range revenue, with the total investment expected to pay for itself within three years. The boost has not been limited to the range alone. Food and beverage sales have increased significantly, while overall golf participation has also risen.
Much of this growth stems from Toptracer’s ability to make the range more engaging for a wider audience, while still supporting golfers who want a more structured and purposeful practice session.
“Since installing Toptracer, overall customer satisfaction has noticeably improved,” explains the team at Cricket St Thomas.
“Regular golfers appreciate the feedback and game modes, while casual visitors find the experience far more engaging and social.”
The technology provides players with detailed shot tracking, distance data and interactive challenges, allowing practice sessions to become both purposeful and entertaining. Many club members now use the system as part of their preparation before heading onto the course, while others enjoy the competitive and social games available on the screens.
Attracting a new generation of golfers
Perhaps the most significant impact has been the shift in the club’s customer base.
Toptracer has helped Cricket St Thomas attract younger players, families and groups of friends who are drawn by the social element of the experience. Women and beginner golfers are also increasingly comfortable using the facility thanks to the relaxed and interactive environment.
At the same time, the technology continues to support the club’s traditional golfing base. Practice modes such as ‘My Practice’ and ‘Warm Up’ are popular with members preparing for competitions or refining specific parts of their game, giving players access to performance data that previously required specialist launch monitor equipment.
The club has built on this momentum by introducing targeted programmes that use the technology as a gateway into the sport.
Free ladies’ taster sessions have been launched to encourage new female golfers to try the game, while junior engagement has grown so rapidly that the club has created an entirely new junior section. Regular junior nights now take place on the range, ensuring young players remain active even when course access is restricted by weather or competitions.
Additionally, range memberships now offer discounted balls, VIP bay access and coaching benefits, helping create a structured pathway for both regular players and those more serious golfers looking to fine tune. The increased footfall has also required additional staff to manage demand and support the enhanced hospitality offering.
The result is a facility that now appeals to both serious golfers and casual visitors alike, and a broader consumer base can only mean one thing: increased profit.
A technology driven future
While the benefits of Toptracer Range are already well established, the technology continues to evolve. At the 2026 PGA Show in Orlando, Toptracer unveiled two new innovations designed to further enhance both the player experience and operational efficiency for golf facilities.
Toptracer Go introduces a simple ‘scan and swing’ concept that allows players to access launch monitor data directly through their smartphone. By scanning a QR code at the bay, golfers can instantly view shot distance, ball speed and launch angle, effectively putting a personal launch monitor in their pocket.
For operators, Toptracer IQ represents an equally significant development. Powered by the Sweetspot platform, the new business intelligence system provides facilities with detailed insights into customer behaviour, range utilisation and sales trends.
By analysing this data, clubs can optimise pricing, improve range occupancy and tailor marketing promotions to individual players.
The system also integrates with bookings and ball dispensing, creating a seamless customer journey from reservation to play.
According to Toptracer general manager Scott Blevins, the new products were designed to help facilities address some key challenges.
“Our teams are focused on building an experience that attracts more players, keeps them coming back and helps our customers grow their businesses,” he says.
With more than 1,450 Toptracer powered ranges now operating across 38 countries, the technology is rapidly becoming a cornerstone of modern golf facilities.
For clubs like Cricket St Thomas, the results speak for themselves. What was once simply a practice area has become a thriving social and commercial hub, demonstrating how the right technology can transform both participation and profitability.
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