St Andrews Links
How the Home of Golf paired tradition with technology to reach a broader audience and bolster its practice facility.
At 600 years old, St Andrews Links is keenly aware of the role it plays in upholding the traditions of the game, while continuing to innovate and attract new players. To that end, St Andrews was seeking a partner that would provide a world-class experience to seasoned golfers while also engaging a younger demographic—both at their facility and around the world.
In 2021, St Andrews Links announced a 10-year partnership with Topgolf Entertainment Group making Toptracer the official range technology of the Home of Golf. As part of the deal, St Andrews installed Toptracer in its practice facility, and the Old Course became exclusively available to play virtually at Toptracer Range-enabled facilities around the world.
Toptracer Range has completely transformed the on-site practice facilities at St Andrews.
Usage: The practice facility has experienced a dramatic increase in usage among golfers of all ages. In the first two months following installation, the range saw north of 1 million balls hit on Toptracer in more than 10,000 sessions. Players are staying longer, too: The average range session is almost 45 minutes.
“We’ve seen golfers stay in bays longer and newer golfers engaging further with the technology, whilst game modes like Toptracer30 have given more experienced visitors the chance to test themselves and work on their game,” says Danny Campbell, Commercial Director at St Andrews Links Trust.
Moreover, players of all ages and ability levels—from all over the world—now have access to one of the most esteemed venues in golf through virtual gaming, global tournaments, and more.