iSwing, an indoor golf facility on the west side of Anthem, Arizona, recently crossed its two-year mark, and owner Joe joined the show to explain how the concept came together. Frustrated that the nearest driving range sat a 20 to 25 minute drive away, he first pictured an outdoor range before rising land costs near the TSMC build-out pushed him indoors. The result is a five-bay space built to lower the cost and time barriers that keep people out of golf.
Joe walks through the flexible two-player scramble leagues, which now run across four skill tiers and let partners book their weekly nine holes whenever it suits them. He also details the junior push: cheaper memberships, a partnership with the Anthem Community Center, and approval to accept ESA funds that homeschool families are using. Two practice bays record every swing with multi-angle cameras and an AI trainer, and Joe closes with hard-won advice on growing a local business through quality and word of mouth.
Key takeaways
- iSwing has passed its two-year mark in Anthem, running five bays for leagues, lessons, junior programs, and drop-in play from age 5 to 85.
- Leagues are two-player scramble with no fixed league night; partners book their weekly nine holes anytime and are placed into A, B, C, or D tiers by a free practice-round score rather than individual handicaps.
- The junior focus includes budget junior memberships, an Anthem Community Center partnership, and approval to accept ESA funds, which is drawing homeschool families into the sport.
- Two practice bays use multi-angle cameras and an AI trainer that breaks a swing into eight frames and flags specific fixes, for roughly the price of a 20 to 30 dollar bucket of balls.
- In-house golf pro Ben Krieger is booking 50 to 60 lessons a month almost entirely by word of mouth, keeping each lesson to one or two focus points.
- Joe's business advice: lead with a high-quality product and word of mouth instead of heavy ad spend, and stay willing to pivot offerings toward what customers actually want.
Related: More Eye on Anthem episodes