Building a brand for 24/7 golf, on your terms
Infinite Golf is a public indoor golf venue that wants to feel like an exclusive private club. Strategy is locked. Now we're building the website that has to prove it.
The Setup:
The indoor golf simulator space is crowded. Almost none of it feels like anywhere you'd actually want to belong.
Infinite Golf is a 24/7 public indoor golf simulator venue launching in Regina, Saskatchewan, founded by four golf enthusiasts who wanted to build the kind of place they'd want to be members of themselves. The category is full of venues chasing the same "year-round golf" pitch. None of them were solving for the thing that actually makes a place feel worth returning to.
The thought process:
The first drafts of Infinite Golf's positioning swung too far in both directions before landing anywhere true. One pass tried to make it feel like it was "for everyone," which flattened it into nothing. The next pass overcorrected into "serious golfers only," which shrank the audience past the point of a sustainable business. Neither version was actually honest about who walks through that door.
The real answer was narrower and more specific than either extreme: people who genuinely love golf and want access on their own terms. Not beginners looking for a novelty outing. Not hardcore pros chasing a tour card. Just golfers who want to play when they want to play, without booking around someone else's hours.
That's where the 24/7 freedom model became the actual differentiator, not "year-round," which every competitor already claims, but "whenever you want, on your schedule." From there, the brand personality followed naturally: premium, curated, witty, playful. A public venue that carries itself like an exclusive private club, without ever being exclusionary about who's welcome in it. The core customer persona, internally called Brett, exists to keep every decision honest about who this is actually for.
So far, this has produced a complete brand strategy document, a full style guide covering positioning, voice, world-building, and visual direction, a founders' roles and responsibilities reference, and a first set of Instagram Story templates ready for the client's own launch content. The website build starts now, and it's the first place all of this strategy has to hold up in front of an actual customer.
Open Questions:
A few real things are still open, genuinely gating some of the work rather than just left unfinished for style: the membership tier structure hasn't been confirmed by the founders yet, the expansion model (franchise versus company-owned) is still being decided, and the specific simulator brand and model names aren't locked, which affects some of the more technical style guide sections. None of these block the website build from starting, but they'll need answers before the brand system is fully complete.
The Gallery:
