Alec Cross, owner of a Golf Envy location in Tempe, Arizona, spent most of his career in enterprise software before stepping away in 2024 to explore something new. A lifelong golfer, Cross saw an opportunity to combine his passion for the game with emerging indoor golf simulator technology.
Located in Tempe, AZ his facility offers a premium screen golf experience powered by GOLFZON simulators, giving members a place to play, practice and improve year-round. With a 24/7 membership-based model, the space is designed for convenience, community and serious game improvement.
Are you looking for guidance on starting a golf simulator business? Check out how Cross made the leap into the world of indoor golf. Responses have been lightly edited for brevity and clarity.
Tell us about yourself and how you started this business
My name is Alec Cross. I live in Scottsdale, Phoenix, Arizona. I’ve been an Arizona resident for almost 30 years now. I grew up in Indianapolis, Indiana, and one of the big reasons I came out here was because my dad had moved here and I fell in love with Arizona, especially being able to play golf year-round.
I’ve got a wife and two kids in college. I’ve been passionate about golf my entire life. I grew up around the game, starting by driving the golf cart for my dad, which sparked that passion. My first job when I was about 13 or 14 was at a local country club where I was shagging balls, helping in the pro shop and just having a blast. It was probably the best job I ever had.
From a career standpoint, I’ve been in the information technology space for most of my career, then moved into enterprise software working in professional services and sales for large firms and startups.
In the summer of 2024, I left my role and took some time off. During that time, a friend introduced me to Golf Envy, and I started doing a lot of due diligence around the opportunity. My wife and I went to confirmation day and I told her she could say no if it didn’t feel right. She said, “go for it,” so I decided to dive in.
What was it about GOLFZON and Golf Envy that stood out to you the most?
The second I walked in, the GOLFZON technology just pulls you in.
Compared to other golf simulator options I looked at, the technology was the biggest differentiator. From a technology perspective, the zero latency stands out right away. You hit the ball and immediately see it on the screen, which makes the experience much more immersive.
Other features that seem small, like the auto-tee, make a big difference. “You’re not chasing balls or tees around,” and the overall experience flows much better.
Then you add in the moving floor, which allows you to practice real golf lies. That’s something you just don’t get with most commercial golf simulators.
What appealed to you about having a 24/7 membership-based facility?
The business model just made sense.
Having a 24/7 indoor golf simulator business allows people to come in whenever it fits their schedule. Not everyone works nine to five. I have members who come in early in the morning after night shifts and others who come in late at night.
Because it’s membership-based, I know who’s coming in and members respect the space. “It’s not random walk-ins,” which gives peace of mind.
From a business perspective, the recurring revenue is a big advantage. It creates a predictable model, which is important when thinking about golf simulator business profit and growth.
We also kept the concept simple by not including food and beverage. We wanted to stay focused on golf and game improvement, rather than being an entertainment venue.
Tell us about your facility
We found this facility in February of last year. It’s a little over 3,000 square feet in a retail plaza in South Tempe. It ended up being the right size and location for what we needed.
We designed the space with four simulators and a putting green, with the option to convert to a fifth simulator if needed. That flexibility is important as we grow the golf simulator business.
In Phoenix, golf can get expensive, especially with courses geared toward tourism. Having a membership-based indoor golf simulator gives local golfers a more affordable way to practice and play regularly.
It’s a premium experience with lockers, reservations and full access for members. It feels more like a private club, which is exactly what we wanted to create.
What’s it been like getting to know your members and the community?
It’s been great building a membership community.
We’re starting to introduce tournaments as the membership grows. We opened in November, so now we’re getting to the point where members feel like they belong to a club.
We’ve got our first tournament going on and we’re seeing great participation.
We plan to add more events like club championships and member tournaments to continue building that community.
How has your growth been?
Growth has been right in line with expectations.
I put together a conservative model, and we’re tracking well against it. We didn’t open with full membership, but we’re seeing steady growth week over week.
As it gets hotter in Phoenix, I expect growth to accelerate. When it’s 110 degrees, people don’t want to be outside hitting balls, so indoor golf becomes a great option.