BrewDog named inaugural licensing partner, with first Five Iron Lounge planned for Las Vegas
NEW YORK — Five Iron Golf recently announced the launch of Five Iron Lounge, a new licensing platform that brings the Five Iron brand and indoor golf experience to hotels, casinos, resorts, bars, restaurants and other hospitality and entertainment destinations.
The new platform expands Five Iron beyond its traditional full-scale venues. After nearly a decade designing, building and operating indoor golf destinations, Five Iron Lounge gives third-party operators the ability to integrate a Five Iron-branded experience into their existing properties through a flexible, smaller-footprint model.
Five Iron also announced BrewDog, the global craft beer and hospitality brand owned by Tilray Brands, as the first Five Iron Lounge partner. The companies plan to introduce the first Five Iron Lounge at BrewDog’s Las Vegas, Nevada location.
“Five Iron Lounge builds on everything we’ve learned over the last decade,” said Jared Solomon, Co-Founder and CEO of Five Iron Golf. “We’ve spent years figuring out how to build simulator environments that people genuinely want to spend time in — the technology, the hospitality, the design, the art and all of the details that turn golf simulators into an experience. Five Iron Lounge allows us to bring all of that into some of the best hotels, casinos, bars and entertainment destinations in the world.”
“There are thousands of great hospitality properties where a traditional Five Iron may not make sense, but a Five Iron Lounge absolutely does,” Solomon continued. “We can give operators a differentiated amenity and entertainment product while giving their guests an authentic Five Iron experience. We think that creates a tremendous opportunity for the brand.”
More Than a Golf Simulator
Five Iron Lounge is designed to provide partners with far more than simulator hardware.
Licensed operators will be able to leverage Five Iron’s experience across simulator design and construction, technology integration, spatial planning, branding, artwork, furniture and finishes, hospitality and customer experience.
The format can adapt to a range of environments — from a handful of simulator bays within a hotel or casino to a dedicated golf lounge inside a bar, resort or entertainment destination.
The common thread will be an environment that feels distinctly Five Iron.
“From the beginning, we never wanted Five Iron to feel like a traditional golf facility,” said Nora Dunnan, Co-Founder and Chief Development Officer of Five Iron Golf. “Art and design have always been fundamental to the brand. We think deeply about the lighting, materials, furniture, artwork, the way the simulator bays are built and how the entire space feels when you walk into it.”
“With Five Iron Lounge, we get to bring that design language into an entirely new range of properties,” Dunnan continued. “Every location can have its own personality and respond to its surroundings, while still feeling unmistakably Five Iron. That combination of best-in-class technology, thoughtful design and original art is central to what we’re building.”
BrewDog Becomes Inaugural Partner
Founded in 2007, BrewDog has grown into one of the world’s best-known craft beer brands, combining its beer portfolio with destination hospitality venues built around food, sports, entertainment and social experiences. BrewDog is part of Tilray Brands, a global beverage and lifestyle company.
Its Las Vegas venue is located on the Las Vegas Strip.
“I’ve been incredibly impressed by what Five Iron has built — the strength of the brand, the quality of the technology and the way they’ve created an experience that appeals to both serious golfers and social guests,” said Prinz Pinakatt, Chief Growth Officer, Tilray Beverages. “We’re always looking for ways to differentiate our venues and give guests experiences they can’t get somewhere else. Bringing a Five Iron Lounge into BrewDog adds a premium entertainment experience that complements what we already do incredibly well, and we’re excited to be the first partner to bring Five Iron Lounge to market.”
A New Growth Platform for Five Iron
Five Iron Golf was built around the idea that golf can be both serious and social — a place where experienced players can practice and compete while new golfers, groups and event guests can experience the game in an accessible hospitality environment. Five Iron Lounge extends that philosophy into a new category.
Instead of requiring an operator to develop a standalone Five Iron Golf location, the licensing model allows existing hospitality businesses to incorporate a Five Iron Lounge into their properties while leveraging the company’s brand and operating and development experience.
Five Iron also recently announced Five Iron Studio, a smaller-footprint franchise model designed to expand the brand into additional markets and real estate environments. Together with Five Iron’s full-scale venues, the new Studio and Lounge formats give the company additional ways to grow the brand across a wider range of footprints and operator needs.
Five Iron expects Five Iron Lounge to pursue opportunities across casinos, hotels, resorts, bars, restaurants, mixed-use developments, sports venues and other experiential hospitality properties in the United States and internationally.
About Five Iron Golf
Five Iron Golf, backed by Coral Tree Partners, North Castle Partners, Callaway Golf, and Danny Meyer’s Enlightened Hospitality Investments, is the global leader in indoor golf and entertainment, with over 50 locations across the U.S. and internationally, spanning 7 countries. Known for its industry-leading simulators, premium hospitality, expert instruction, and vibrant community, Five Iron Golf offers an elevated experience for golfers of all skill levels. Whether guests are practicing, playing, competing, or celebrating, Five Iron seamlessly blends golf, entertainment, and hospitality under one roof. It’s all good form at fiveirongolf.com.
About Five Iron Lounge
Five Iron Lounge is Five Iron Golf’s licensing platform for hospitality and entertainment operators. The platform allows hotels, casinos, resorts, bars, restaurants and other destinations to integrate a Five Iron-branded indoor golf experience into flexible footprints while leveraging Five Iron’s expertise in technology, simulator construction, design, art, hospitality and operations.
About BrewDog
BrewDog has always had one mission: to make people as passionate about great beer as we are. From iconic classics like Punk IPA, to crowd-pleasers like Lost Lager and Wingman, to boundary-pushing innovations like NanoDog, BrewDog has been brewing bold, distinctive beers since 2007.
Born in Scotland and built by a passionate community of beer lovers, BrewDog has grown into one of the world’s most recognizable craft beer brands, with a global presence spanning breweries, bars and distribution across multiple international markets. BrewDog’s future continues to be shaped by the three things that matter most: People, Planet and Beer.
For more information, visit https://usa.brewdog.com/pages/bar-locator or follow @BrewDogLasVegas on social media.
The post Five Iron Golf Launches Five Iron Lounge, a New Licensing Platform for Hospitality and Entertainment Venues appeared first on The Golf Wire.