TruGolf Links First Flagship Franchise: 100+ More
There’s a difference between a company that sells simulators and a company that’s betting its whole future on selling the experience of simulators.
TruGolf has been doing the first thing since 1983. But on July 23, they started doing the second thing in a very real way. Their first flagship franchise location — TruGolf Links at the Plaza at Cherry Hill in New Jersey — officially opened its doors. And if you’re paying attention to what this actually means, it’s a bigger signal for the home sim industry than most people realize.
Here’s the deal.
What Actually Opened: TruGolf Links Flagship Franchise
The Cherry Hill location is 6,045 square feet of what the company calls “eatertainment” — which is a word I hate but a concept that works. Five premium simulator bays, including a flagship Horizon setup with a 17-foot screen, stadium seating, and an elevated platform. There’s also an arcade, a full-service bar, a chef-driven menu, and a cigar patio. Some local reporting counts six bays total including a tournament bay.
The simulators themselves run on TruGolf’s proprietary software with access to over 17,000 virtual courses. They’ve even got local South Jersey layouts like Pennsauken, Rancocas, and Medford Lake loaded in — which is a nice touch for the regulars who’ll walk in off the street.
Owner Nick Reimondo has been working on this for over a year. He’s a former Hyatt and Starwood hospitality guy who also ran an Amazon Delivery Service Partner business before jumping into sim golf. That background matters — this isn’t a golf pro who decided to open a sim bar. This is an operations and hospitality professional who saw the same thing we’ve been tracking: sim venues are printing money when they’re run well.
The TruGolf Links Franchise Model Is the Real Story
The Cherry Hill location isn’t just a standalone venue. It’s the blueprint.
TruGolf (Nasdaq: TRUG) has been designing and manufacturing simulators for decades. But the TruGolf Links franchise model is a different animal. Instead of just selling hardware to whoever wants it, they’re building a national network of company-owned and franchise-operated venues.
The structure works like this: Regional Developers buy exclusive territories with populations of one million or more. They open a flagship location in that territory, then expand through a mix of corporate and independently owned franchise spots.
Right now, TruGolf has Regional Developers in New Jersey, New York, and Illinois. Their current commitments represent over 100 future locations. That’s not “we hope to open 100 locations.” That’s signed agreements with developers who’ve already put money down.
Let me repeat that: a Nasdaq-listed golf simulator company has franchise commitments for over 100 physical locations in just three states.
What the TruGolf Links Expansion Means for the Sim Industry
This is the part that gets interesting if you’re building a sim in your garage or thinking about the business side of things.
First, the validation signal is real. When a public company with a $530 million market cap (give or take) decides to franchise a physical venue concept, they’ve done the math. They’ve looked at the revenue per bay, the buildout costs, the staffing models, and the projected returns. And they’ve decided it works well enough to bet the franchise model on it. If you’re evaluating sim venue franchise models, this blueprint is worth studying.
Second, the “eatertainment” format is becoming the standard. Five Bay Trackman places, Full Swing lounges, X-Golf locations, and now TruGolf Links — they’re all converging on the same formula: good sims, better food, and a bar that doesn’t suck. The days of the dark, sad simulator room with a mini-fridge and a folding chair are ending. The market is demanding hospitality-first experiences with simulators as the attraction, not the only reason to show up — a shift we’ve tracked in the 24/7 golf simulator facility guide.
Third, the home sim buyer should pay attention. More venues mean more people trying sim golf for the first time. More first-timers means more converts. More converts means more people who eventually want their own setup. A rising tide lifts all boats — including the guy shopping for a Garmin R10 and a net for his garage.
TruGolf Links Cherry Hill Opening Week Schedule
If you’re in the Cherry Hill area, TruGolf Links has a full schedule of launch events starting August 4:
- August 4, 1 PM: Official ribbon-cutting with Cherry Hill Mayor Dave Fleisher
- August 7, 11 AM: Grand Opening Celebration with TruGolf corporate brass
- August 7-8 (10 AM-2 PM): PXG mobile club-fitting van on site (PXG is the official club-fitting partner)
- August 8 (11 AM-1 PM): SOJO 104.9 DJ Matt Ryan broadcasting live, hosting a Closest to the Pin contest with Ed Sheeran concert tickets as prizes
There will also be giveaways, food and drink specials, and introductory simulator pricing throughout the opening weekend.
Hours are 10 AM to 10 PM, seven days a week. You can book bays online, walk in if space allows, or just show up for the bar and restaurant — the dining area is open to the public regardless of simulator reservations.
The Bigger Picture: TruGolf Links Franchise Pipeline
TruGolf Links isn’t the only franchise play in sim golf right now. Five Iron Golf went from a single NYC location to 48 venues and counting — we’ve tracked them here before. X-Golf has been franchising for years. The Swing Bays just opened their fifth Southern California location. Backspin Social opened their second spot this weekend in Leland, North Carolina.
What makes the TruGolf play different is the parent company. TruGolf Holdings is a publicly traded manufacturer that’s been in the sim game since 1983. They know the hardware, they know the software, and now they’re betting their franchise model on the idea that the physical venue market has room for one more — and that their tech gives them an edge.
The test will be execution. Five Iron Golf proved the model works in dense urban markets. X-Golf proved it works in suburban strip malls. TruGolf Links is positioning somewhere in the middle — upscale enough for corporate events, accessible enough for a family on a Saturday afternoon. It’s a wide lane, and a lot of operators are going to be fighting for it.
But the commitments are already signed. Over 100 locations in the pipeline. If even half of them open in the next three years, that’s 50+ new sim venues in the US carrying the TruGolf name.
That’s not a bet. That’s a rollout.
Here’s the link if you want to book a bay or check it out yourself. And if you’re near Cherry Hill, go see what the “flagship” experience actually looks like. The industry is moving fast, and this is one of those moments where you can see the direction on the wall.
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