Works for golf magic!

Golfworx at Ambience Mall is a unique concept to entice the nouveau riche customers to the realm of golf. The entertainment factor is accentuated by offering cuisines to a gourmet’s delight, a retail zone to keep hands on every kind of game equipments of international brands, and cigar and wine bars for the connoisseurs. Spreading across an area of 44,000 sq ft, Golfworx is an all-weather corporate and a social golf destination that encapsulates entertainment for all including ladies and children, which is very important for the growth of the golf industry, feels Mr Rahul Singh, MD of Golfworx. The purpose of Golfworx is to introduce golf as a fun for the beginners and to cater to the golfers having single figure handicaps, i.e., who are serious players. It imparts training to the freshers too. The job is delegated to two professional golfers. Golfworx handles four verticals - retail, F&B, membership and simulation, and an academy. Its retail zone of 8000 sq ft houses 22 international brands of equipments, sportswear and accessories. It has a strong backup support for sourcing this merchandise, which is mostly sourced from distributors, and some are imported from abroad. PricewaterhouseCoopers India has custom designed the ERP system.  Golfworx also offers repairing facility for the equipments. The F&B section at the guest lounge offers international and Indian cuisine and premium wines, a collection of both international and local brands. The Cigar Bar has the best cigars, imported from Cuba and other places around the world and takes up the luxury aspect a notch higher with the membership offered by Golfworx. By far the biggest cigar lounge in the country, it blends perfectly the single malt and the cigars.  

First in the world

Mr Rahul Singh, Managing Director of Golfworx, who has been associated with Golf for over 10 years, informs that this is the first Golfworx in the world and India is the obvious choice for the unsaturated market with tremendous growth potential. The market has a large number of new buyers and new golf enthusiasts in contrast to other parts of the world. “The popularity of the sport has increased but since the facilities are not easily accessible, the game has always remained far away dream. We want to cement this gap”, comments Mr Singh.

Here the golf enthusiasts can play on the 9 riding holes golf courses, and the world’s best 20 golf courses through a simulator with his friends and family entertaining themselves with foods and drinks all under one premises. It’s a clever package of total entertainment. 

The USP

Simulators at Golfworx stand for accuracy. Mr Singh attended the world’s largest golf show in Orlando in 2008, where almost 80 top simulator brands were present, to pick up the right technology for developing its simulator. The simulation at Golfworx is provided by Hi-Definition Golf, a Toronto-based company. Golfworx aims to teach those   executives of big corporate houses who are new to golf and find it really embarrassing to play on actual golf courses as beginners. They are more comfortable here, but for the accuracy of the simulation, it is also a big draw for serious golfers. The entire environment is as realistic as possible. Once you walk in you’ll be treated with world-class services with sales staff having sound product knowledge and best F&B offerings.

Golfworx targets curious golfers or the wannabe golfers, like the mid-level executives, who want to play golf but don’t follow the regular calendar. As far as fees are concerned, it is Rs 500 and Rs 700 for an hour play during weekdays & weekends respectively. Those are having annual membership can avail discount in retail and F&B.

Regarding expansion strategy, Mr Singh informs, “We have plan to open five more Golfworx in 24 months in Chandigarh, Hyderabad, Bangalore, Delhi, Kolkata, Chennai and other cities. This is the correct time to expand because of the correction in the property price.” Mr Singh expects that the break-even can be achieved within 3-4 years.

The exquisitely done interior of Golfworx has been the brainchild of Mr Singh. The local artisans lent their skill to give the final shape. Mr Singh acknowledges the cooperation the organisation received from Mr Raj Singh Gehlot, the chairman of Ambience Mall, for his professional approach and wholehearted support towards the company’s vision.