Toronto-based retailer Modern Golf continues to evolve its operations with plans to expand on its existing pop-up and open its first new indoor golf social experience in the heart of downtown Toronto at First Canadian Place.
Paul Fisher, Managing Partner of Modern Golf, said the concept has been in the works for a while.
“When we went to First Canadian Place initially it was really a test concept to see what the urban landscape would look like for us. The reality is we’ve long thought that there was an outstanding opportunity for our brand to evolve into more than just retail and club fitting and some of the things we’re known for,” he said.
“First Canadian Place initially was an opportunity to test the demand for corporate events and we’ve been studying the evolving social golf space in the US for over a year visiting different concepts and evaluating how the model translates to the Canadian urban core consumer. Part of the model is to certainly focus on core golfers coming in and enjoy the ability to play indoor golf and practice, but it’s the growth in the social side that really excites us. It truly attracts a completely different target audience and demographic. That’s something that we’ve long wanted to bring into the folds of our business. And we’ve seen it naturally evolve in that direction with the indoor golf and the lessons products we’ve added in our suburban locations.
“We’ve continued to cast wider nets of customers. It’s amazing. We call it our Modern Golf ecosystem. It continues to grow. The social side is really where the fastest growth in the sector is coming from and will come for the golf industry going forward.”
Fisher said the new concept will open by early November. The location is about 8,500 square feet. It will have more bays than any of Modern’s existing stores, multiple bars and lounge areas for members and events. Modern has contracted leading Toronto based design agency Denizens of Design to bring the space to market.
“We are building a beautiful modern space reflective of our brand that can be enjoyed whether it’s through an event, meetings with co-workers or collogues, or individual use. Expect great food and drinks, amazing music, and a lot of energy and laughter”
Fisher said the concept is partnering with Food Dudes for food and beverage.
“We’ll have a small exciting daily food menu and exceptional cocktails and mocktails curated by the Food Dudes team for our members and daily walk-in customers. Food Dudes is the perfect partner for corporate events, and we anticipate that corporate events are probably the largest part of this business model which ties into the location in the heart of Toronto’s finance district,” he said.
“We probably could have picked from multiple locations in the financial core. But it was important for us to align with Brookfield because they gave us the original opportunity to test the market and they’ve been such big supporters of ours. We feel that First Canadian Place initially is center ice in the financial core. The location is fantastic and given that this location is going to be highly predicated on corporate events and memberships this is the perfect partnership. Between the team at Brookfield, Modern Golf, Justin Curtis and Robert Weinberg from Oberfeld Snowcap representing the Landlord, this deal just felt right”.
“We have plans to expand this concept to multiple locations in Toronto and start adding more social offerings to existing stores across the country this year. It’s a huge part of our growth plan as a company.”
Modern Golf has contracted Toronto-based design agency Denizens of Design in collaboration with DS Studio to bring the space to market.
Modern Golf currently has 11 locations.
“The expansion at First Canadian Place and adding additional social offerings at our existing stores is the priority in 2024. But we have our eyes on a second location in Toronto and expect it will also come on board in early 2025,” said Fisher. “Retail is a tough industry right now. We are so excited to continue to diversify our offerings and expanding our reach, not every retailer has that opportunity to pivot, so we are incredibly lucky”.
