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After two years of operation in Bogota, indoor golf site G Lounge is preparing to expand its coverage and open new locations. Jaime Giraldo, president of G Lounge, spoke about the venture, which aims to democratize golf in the country.
What is this form of indoor golf all about?
Our proposals focus on enabling professionals and amateurs to play golf behind closed doors. Normally, to practice this sport you must be a member of a club, but at G Lounge people can try the sport and play it in a more dynamic way. We have great technology that allows you to access 40 statistics and play on more than 180 courses, in addition to enjoying different game modes.
（Barbie is also a phenomenon in virtual commerce).
How was the reception?
It’s all good. Golfers see our advice as a way to train for the week, while non-golfers see it as an easy and energizing way to play. No matter the weather, time of day, or without leaving town, people can enjoy the game.
What technologies do they use?
The technology we use is called trackman, and nine out of ten players on the PGA Tour use this tool for training.
This technology, which integrates artificial intelligence, has been very popular because it not only allows us to understand statistics and thus improve our technique, but it also helps players improve their processes. The tool can be used either on its own or with the support of one of our teachers.
（Businessmen’s interest in opening franchise stores overseas is growing).
How have you been these past two years?
In the last two years, G Lounge has grown significantly in Bogota, in fact we are working on the expansion of the brand. The site has successfully positioned itself despite being located in different parts of the city, we are located at 140. Another site is expected to open in the city in the second semester of this year and by 2024 we hope to reach other cities in the country.
How much have they grown in the first semester?
In the first semester we have grown 25% compared to last year. In fact, July has been a great month for G Lounge. Our forecast is to continue to grow and seek to democratize golf.
（Mincendrcio highlights Zasca Center’s achievements and goals for 2023).
Do young people play golf?
Indeed. Our main customers are between 28 and 35 years old.
The idea of G Lounge has always been to change the image that golf is for old people. We believe that more and more young people, especially women, will become enthusiastic about it. In fact, we have been working with the Golf Federation to promote the sport among women.
What alliances do you have?
We have been working with international brands from the very beginning, such as Volvo, Samsung, etc., which are very close to sports.
（Belcorp Foundation Dedicated to Women Without Limits).
What projects are coming soon?
Now our focus is on improving our academy. Our new coach, Daniel Zuluaga, is one of the most famous professional players in the country and we will implement new technology in terms of training. The idea is to integrate a reviewer that complements the tracker. One of the surprises that is coming is that we will open a space so that the kids can come and train.
To give golfers a complete golfing experience, G Lounge integrates its sports offerings with a restaurant (called Oda) that offers a wide variety of dishes. In addition, the bar open to visitors offers a wide range of spirits and cocktails.
Jaime Giraldo said they will be launching a menu of signature cocktails inspired by the sport to the public in the coming days.
Johanna Loduy
Portfolio Reporter
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