GBN talks to Tony Eccleston, the recently appointed UK & Ireland Managing Director of range technology firm POWER TEE, about the company’s 30-year journey of continuing growth and the exciting future ahead fuelled by a record-breaking surge in new golfers and the gamification of the range experience
GBN: Power Tee cites examples of ranges increasing revenue to by 20-40 per cent after installing the technology and increasing the ball price. What are the main levers that drive that uplift for operators?
Tony Eccleston: The two main levers we see are increased throughput and better customer experience. First, since Power Tee automatically tees up the next ball, golfers spend less time bending over and resetting between shots. That means each customer hits significantly more balls per session and stays at the range longer, directly increasing ball sales.
Second, Power Tee’s smoother, more enjoyable practice experience makes the range more attractive. Players come back more often, leading to higher repeat purchase rates — a big contributor to long-term revenue growth.
For range owners aiming to position Power Tee as a premium, higher-priced experience, what best practices have you seen in terms of bay design, experience layering, and staff training that most effectively adds value and justifies a higher price point than a traditional range offering?
Power Tee elevates the aesthetics and experience of hitting at a driving range or practice facility. Plus, the Power Tee mats replicate the experience of playing from a grass tee, but with the benefit of a consistent playing surface that doesn’t deteriorate from over-use.
Golfers don’t mind spending a little more for that premium experience. At the same time, they’re more likely to stay longer at the range, buy more food and drink, and invite more friends, family or colleagues to experience the difference.
Power Tee’s partnership with service benchmarking and training provider 59club highlights the importance of data-driven customer service standards that ensure every touchpoint (e.g. greeting, assistance, cleanliness, responsiveness) matches the premium tech experience.
Range staff who understand how Power Tee works — and can explain its benefits — help golfers use it better, improving satisfaction. Well-trained staff can also upsell premium bays, packages, or experiences.
How do you advise range owners to approach pricing strategy and ROI modelling once the system is in place?
Power Tee typically advises operators to reposition the range as a premium practice experience. The goal is to price the experience — convenience, consistency, technology, comfort, and higher throughput — while clearly training staff to communicate the added value.
From an ROI perspective, the focus is on operational uplift, not just pricing. Operators are encouraged to model increased throughput, higher occupancy, improved utilisation, and secondary revenue streams such as lessons, leagues, memberships, and F&B. When layered together, these factors typically drive payback within a reasonable window, with the strongest returns coming from facilities that actively market the upgrade, structure pricing intentionally, and fully integrate the system into programming and customer experience.
Power Tee is positioned as both a serious training/coaching aid and a convenience product. How do you see that dual role influencing customer mix, frequency of visits, and average revenue per user?
Power Tee’s dual positioning as a serious training tool plus premium convenience upgrade is actually one of our strongest commercial advantages. Instead of serving one narrow audience (either elite golfers or casual users), it expands the total addressable market and deepens engagement within each segment.
In business terms, Power Tee broadens the market, increases repeat behaviour, and increases per-visit turnover — all at the same time.
Is there a ‘typical’ Power Tee installation model, and how common is a hybrid approach where only a portion of bays are fitted with Power Tee while others remain standard hitting bays?
Power Tee installations typically follow one of two approaches. The most common is a full installation, where every bay is fitted with a Power Tee unit. Full installations are favoured at high-volume commercial ranges, premium clubs, or any facility aiming to offer a seamless, automated experience.
A hybrid approach – where only some bays use Power Tee while others remain as standard – is also fairly common. Typically, high-traffic or premium bays are prioritised, and successful hybrid setups often lead to full installations somewhere down the line.
How important is staff training in explaining the benefits of Power Tee to customers, and what best practices have you seen for introducing newcomers to the system?
Staff training is crucial for successfully introducing Power Tee to customers because knowledgeable, confident staff act as ambassadors for the system, clearly communicating its benefits like faster play, and improved enjoyment.
One of the best practices we’ve seen when introducing newcomers to Power Tee is letting them hit a ball or two. The magic of Power Tee is that it’s completely intuitive. Most golfers can figure out the basics within a few minutes, and no special technique or training is required – beginners and experienced players alike can start hitting almost immediately. Because it removes the need to manually reset tees, golfers can maintain a smooth practice rhythm right away, making it ideal for efficient, consistent practice.
Power Tee has created a training programme, in collaboration with the 59club, where graduates receive a training certificate. This ensures members of the staff understand the upkeep of Power Tee equipment. and helps ensure that their customers are always getting Power Tee’s optimum experience.
Are there any misconceptions about Power Tee that you encounter in conversations with range operators?
The biggest misconception is treating Power Tee as a piece of equipment rather than a business model upgrade. Operators who approach it strategically tend to see the strongest gains in utilisation, retention, and revenue performance.
For example, the strongest-performing Power Tee installations in the UK share one consistent trait: a genuine partnership between the range and our team. Like any high-use equipment operating in a demanding environment, automated teeing systems deliver their best results when supported by clear maintenance routines, staff training, and ongoing communication.
Facilities that embrace this collaborative approach see their Power Tee units operate smoothly day in and day out, handling high ball volumes while protecting turf quality and reducing labour demands.
By treating the system as a long-term operational asset — rather than simply a piece of hardware — these operators consistently achieve reliable performance, a better customer experience, and the strongest overall returns.
Power Tee is installed in more than 21 countries and more than 400 venues globally. Which markets have grown fastest for you in recent years, and where do you see the greatest future potential?
We’re continuing to see great interest throughout the UK and Ireland, as well as the United States. Looking to the future, mainland Europe and the UAE are by far our biggest opportunities.
How do your distributor agreements and regional partners shape the way Power Tee is introduced and supported in different parts of the world?
Power Tee’s distribution strategy relies heavily on regional partners and authorised distributors, which allows the system to be introduced and supported in a way that’s tailored to each market.
This network also enables faster response times for maintenance and technical support, ensuring a consistent user experience worldwide while allowing Power Tee to scale efficiently without needing a direct presence in every region.
The indoor simulator segment has grown rapidly in the last few years. How has that trend influenced your sales mix, what proportion of your current business is now with indoor facilities, and how do you see that evolving?
We have seen an increase in interest from business owners and individuals wanting Power Tee installed in their indoor facilities and homes. This trend will only continue and allows us to adapt the Power Tee install to ensure it fits the needs of the customer and the end user.
While indoor simulator and Power Tee Home units are a small part of our business, it is the fastest growing category thus ensuring we expand within a moving market.
Have you formed any partnerships with other range technology brands?
I believe this is a real opportunity to partner with another range technology brand, and we are open to discussion. I think partnerships can only allow technologies to become stronger, enhancing what they have to offer to their customers and ultimately providing an unparalleled experience for the end user.
Power Tee’s own brand of mats are designed to reduce joint and shock pain compared with traditional surfaces. How important is the health and comfort angle for retention, and what feedback are you hearing from high-usage customers and teaching professionals?
Seventeen-time PGA Tour winner Jim Furyk summed it up best when he told us he prefers to practice on Power Tee mats because of his previous experience with wrist injuries when hitting on grass or inferior mats. But whether it’s anyone from an elite pro to a beginner, the health and comfort angle is an important one for Power Tee and for golfers alike.
For Power Tee, the health and comfort benefits are key retention drivers. By reducing bending, fatigue, and strain, the system allows golfers to practice longer, hit more balls, and leave feeling better physically. This benefits high-frequency players, seniors, juniors, and beginners alike, lowering barriers to entry and making sessions more enjoyable.
Comfort also enhances the perceived quality of the experience, reinforcing positive impressions and loyalty. In combination, these factors increase visit frequency, session duration, and long-term customer retention, making comfort a critical contributor to lifetime value.
As Power Tee celebrates its 30th anniversary in 2026, what do you regard as the most significant shifts in range technology during that period, and where has Power Tee had the greatest impact?
Power Tee’s greatest impact is that it has become the gold standard at many of Europe’s top golf facilities, including The Belfry, Celtic Manor, St Andrews, Dromoland Castle, and numerous other prestigious golf resorts. Also worth highlighting are the Trafford Centre in Manchester and World of Golf in New Malden, Surrey, which are both large-traffic driving ranges.
Power Tee and gamification have clearly had a massive impact on the golf range business. We’ve been pleased to work together with these companies and others to help with their growth, as well as offering a more enhanced experience for the golfer.
Looking 5-10 years ahead, what are your key strategic priorities – whether that’s product innovation, integrations with data and coaching platforms, expansion into new territories, or deeper penetration in existing markets?
Expanding into key growth areas across continental Europe and the UAE will provide Power Tee with the growth it is working towards.
Innovation and design have always been and will continue to be at the heart of what Power Tee stands for. As an inventor, Power Tee founder Martin Wyeth is continuously investing in and developing new products. We’re very excited at what the future will bring.
From a leadership standpoint, what attracted you personally to join Power Tee, and how does your background in the golf industry inform your approach to product strategy and market development?
I was drawn to Power Tee because of its reputation as an innovator in driving range technology and its clear potential to transform the golfing experience. I saw an opportunity to work with a company that blends cutting-edge automation with a deep understanding of what golfers and clubs need, allowing me to make a tangible impact on both operational efficiency and player satisfaction.
With 20-plus years’ experience in the sports industry, including more than 10 years within golf, I’ve been able to build key relationships and better understand how the industry works. We are all very lucky to work within golf and the opportunities it gives us, and I’m privileged to be able to play a small part in shaping the way the sport is experienced across the UK, Europe, and beyond.
Working with the incredible team at Power Tee – both in the UK and internationally – has helped given me insight into what golf facilities value most – revenue growth, member experience, and reduced labour costs – which guides product innovation and prioritisation. It also shapes how Power Tee positions itself in the market, ensuring that new technologies and service enhancements address real-world challenges faced by superintendents, range managers, and golfers alike.
For more details, visit www.powertee.com